The Macallan’s Concept Series is a collection that fuses the artistry and expertise behind whisky-making with creativity and culture. Concept No. 3 was the final release in the series and brought together the worlds of whisky and design through a collaboration with David Carson, one of the most influential and revolutionary contemporary graphic designers, and Polly Logan, a Whisky Maker at The Macallan.

We translated Carson’s original artwork into luxury packaging for Concept No. 3. We then developed an AR experience activated from the packaging that would bring the collaboration between Carson and The Macallan to life, from the tasting notes in the whisky to the relationship between the whisky maker and the designer.

Using Carson’s striking design and expertise as a platform, we created a unique experience that narrated the story behind the creation of Concept No. 3, the iconic designer’s thought process and inspiration delivered in a veritable technical collage of video, animation, 3D, and Augmented Reality.

Client: The Macallan
Artists: David Carson