The Macallan Concept Number 2 is the star of the show on the Edrington stand
The design for the Edrington stand for this year’s TFWA Cannes exhibition was focused on The Macallan Concept Number 2. This is the second of three whiskies that comprise the concept series and is a global travel retail exclusive.
Concept Number 2 brings together the approaches of creating a house music track and crafting a single malt. These are two passions of The Macallan whisky maker Stephen Bremner. Vinyl is one of the symbols of a growing movement towards a more analogue way of life. The emphasis is on the physical, being present in the moment, slowing down and appreciating real artistry.
The external walls feature the chevron pattern that is a key component of The Macallan master brand identity. The end wall has a window display with barrel ends and rotating vinyl records that was inspired by the packaging for Concept Number 2.
In the main informal meeting area, six sets of headphones sit on top of 6 pillars which represent the key pillars of Macallan. Each plays a specific house music track. A private meeting room is intended to give the feeling of walking into the collection of an obsessive record collector and is an opportunity to display the artistry and craft that goes into the design of house records. For reasons of authenticity, we hired 1000 vinyl house records from a specialist record store in London Hackney to display on the meeting room shelves.