We created the ultimate IYKYK supper club underneath Rock Center to launch The Macallan’s new Harmony collection.
The Macallan wanted to create a sought-after moment in NYC to celebrate their new Harmony Collection, created in collaboration with Stella and Mary McCartney and inspired by their their time growing up in the lush and fertile lands of Scotland.
We started by examining what harmony means to New Yorkers, especially during a busy holiday season. We we discovered is that true harmony thrives in contrast and connection. So we set out to create synergy between the eclectic social energy of the holidays in New York City and the serene escape found in the lush landscapes of Scotland.
We reimagined the intimate members-only spaces gaining popularity in New York to create a three-night supper club hidden in the heart of the holiday noise with premium culinary taste and musical entertainment.
Following a VIP opening, reservations were made available for purchase with proceeds benefiting the Natural Areas Conservancy’s mission to preserve, protect, and enhance access to urban natural areas in New York City.
Upon entry, guests were immersed in the Scottish highlands, but as they got deeper in, the energy elevated.
A VIP opening night included a surprise performance by Grammy award-winning jazz legend Jon Batiste.
The Impact
We sold out every night of the experience and built a waiting list of over 2k that could be used for future CRM engagement. Our VIP night included attendance and social posts from Coco Rocha and Evan Mock and coverage by The Gothamist, Harper’s Bazaar, Time Out, and more.
Role
Senior Strategist
Client
The Macallan
Agency
Matte Projects