Direction for ‘Harmony Hideaway’, an experiential event celebrating the launch of The Harmony III Collection in collaboration with Stella and Mary McCartney. The event was held at a new immersive space at Rockefeller Center founded by MATTE Projects, titled HERO NYC. With a special performance by Grammy Award winning singer and songwriter Jon Batiste, this one-of-a-kind experience married the exclusivity of an iconic supper club with the vibrance and energy of New York City.

‍

Working extensively through the guest journey and all creative elements, the highlights were immersive content in two separate rooms, a minimal meets maximal lighting x drape aesthetic, a 3D hologram proto, custom fabricated displays, a scenic stage backdrop, fully custom designed banquette seating, and a sizable amount of stunning print designs, amongst many creative features. The immersive play integrated amazingly into HERO’s turnkey space. The vibrant guest journey started by bringing guests into the world of the Scottish Highlands through a visual story presented on a 60ft LED screen at the venue’s entrance. Moving guests through the space, we worked with Children of the Light for a custom programmed look of their Transito installation, a flowing light tunnel that we synced with colors of the latest Macallan collection to set the tone. Guests made way into a color coordinated brand boutique, home to the collection goods and a 3D hologram. Tying the whole experience together, we brought guests deeper into the space for a pop-up supper club, the vibe amplified through an LED ceiling featuring content to resemble a perspective shift 3D lightbox - a mix of a natural ambiance with a tech focused identity.

‍

Full breakdown:

‍

THE CONTEXT — A LEGACY BRAND BREAKING NEW GROUND

The Macallan sought out MATTE to throw a party that announced their exciting new collaboration with Stella and Mary McCartney.

‍

The experience spotlit The Macallan and the McCartney’s shared passion for sustainability and the environment, while launching a new collaborative lifestyle accessory collection, Together, and their new Harmony III scotch.

‍

‍

THE CHALLENGE — BRINGING BRANDS AND NARRATIVES TOGETHER

With three highly important and disparate elements to incorporate, the challenge became one of balance: ensuring that our storytelling emphasized all the right moments for the right amount of time.

‍

The creative approach needed to weave multiple narratives and announcements together. MATTE's new HERO space was the perfect venue for the creative vision, with every facility and asset necessary to totally immerse guests in the sensation of harmony.

‍

‍

THE OUTCOME — A EVENING OF TRANQUILITY AND SOPHISTICATION

All our guests had the peak of IYKYK experiences, finding a beautifully designed amber door that beckoned into the cold street. Beyond, they uncovered a supper club experience like no other.

‍

Once guests were welcomed in, they were immersed in the Scottish Highlands, a reserved and tasteful nod to the legacy of Macallan, remaining within the broader themes of tranquility and relaxation.

‍

A programmed light sequence in HERO’s signature immersive tunnel created a ‘down the rabbit hole’ moment for guests, who felt as if they were stepping into another world completely.

‍

Guests discovered premiere Macallan bottles on vibrant display beside the McCartney sister’s accessory line.

‍

Harmony Hideaway hosted guests for three nights, with two reservation windows for each.

‍

Beyond a cocktail reception and dinner, guests were regaled and surprised with performances from Grammy award-winning Jazz legend Jon Batiste, who played a rousing set to cap off the event.

‍

‍

‍

‍

‍

‍

‍

‍

‍

‍

‍

‍