GLOBAL PROJECT DEVELOPMENT
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SPIRIT
Cirque du Soleil x The Macallan
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THE CHALLENGE
To celebrate a 200-year heritage through an immersive and emotional experience.
The challenge is to design a bespoke theatrical and sensory experience capable of celebrating The Macallan’s 200th anniversary, while embodying its deep connection to nature and the Scottish Highlands.
The goal is to create an exclusive, immersive moment where storytelling, circus arts, and tasting rituals come together to awaken the senses, reinforce the brand’s DNA, and deliver a memorable experience, true to the excellence of a world-renowned whisky house.
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THE SOLUTION
A bespoke theatrical and sensory experience at the heart of the brand’s territory.
The solution is SPIRIT, an experience created by Cirque du Soleil in collaboration with The Macallan, presented exclusively at The Macallan Estate. Lasting 120 minutes, the experience combines spectacular performances, immersive scenography, and tastings of signature whiskies and cocktails.
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Every element, lighting, sound, choreography, scents, and tasting moments, is orchestrated to engage all the senses. Anchored in a poetic narrative set in the Scottish Highlands, SPIRIT transforms the brand’s universe into a vivid, emotional, and deeply sensory storytelling experience.
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THE RESULTS
A bespoke, exclusive, and highly differentiating brand experience that celebrates The Macallan’s 200th anniversary through vivid and sensory storytelling.
CUSTOMIZATION
An immersive multisensory journey that sparks the imagination, engages the senses, and creates a lasting emotional connection between guests, the brand, and the Highland landscape.
MULTISENSORY
A clear demonstration of Cirque du Soleil’s ability to push the boundaries of experiential creation, translating a luxury brand’s DNA into an avant-garde artistic experience rooted in nature and rich in meaning.
CUTTING-EDGE
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Frequently asked questions about SPIRIT
Got questions? Explore our FAQ for quick answers to your questions!
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"value": "SPIRIT is a bespoke 120-minute theatrical and sensory experience created to celebrate The Macallan’s 200th anniversary, combining circus arts, immersive storytelling, and whisky tastings."
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"value": "SPIRIT follows Davonna, a fierce spiritual guardian of the Highlands, who takes under her wing Ayla, a young colorist, the daughter of a master distilleron, a quest for an elusive red hue that evokes her father. Through this poetic fable, SPIRIT celebrates legacy, creativity, and the need to reconnect with the natural world."
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"value": "The experience is presented exclusively at The Macallan Estate in Scotland, in the heart of the Highlands, an iconic location closely tied to the brand’s identity and heritage."
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"value": "The goal is to transform The Macallan’s heritage and values into a unique immersive experience that strengthens emotional connection with guests and elevates the brand universe."
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"value": "SPIRIT stands out for its fully bespoke approach, the seamless integration of storytelling, artistic performances, and tasting rituals, as well as its strong anchoring in an iconic location and territory."
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"value": "The show SPIRIT was presented in May 2024."
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