The Macallan Art is the FlowerTranslating the world of Charles Rennie Mackintosh into a luxury collector experience inspired by art, nature and whisky.
Commissioned as part of The Macallan's collaboration with the Charles Rennie Mackintosh Society, Art is the Flower required a packaging experience that celebrated Mackintosh's artistic legacy while remaining unmistakably Macallan. Lineup Studios led the creative development of the project, creating a narrative and design system inspired by Mackintosh's iconic The Spirit of the Rose and his enduring connection to nature, craftsmanship and artistic expression.
The Challenge
The challenge was to interpret one of Mackintosh's most recognisable works, The Spirit of the Rose, within a contemporary luxury packaging format while preserving its authenticity and artistic integrity. The experience needed to honour Mackintosh's visual language, reflect the shared values of The Macallan and Mackintosh, and create a compelling collector story around art, whisky and nature.
The Idea
Drawing directly from The Spirit of the Rose, Lineup Studios recreated key elements of the original stained-glass artwork through colour, texture and graphic composition. The pack was designed to immerse collectors in Mackintosh's world, with the artwork wrapping the outer structure and a presentation format inspired by the opening mechanisms found in his furniture and cabinet designs. Purple accents, authentic Mackintosh typography and carefully selected material finishes further reinforced the connection to his creative legacy.
Beyond the structural design, we developed a storytelling approach rooted in the themes of nature, creativity and the circularity of life, reflecting both Mackintosh's philosophy and The Macallan's commitment to craftsmanship.
The Result & Services
The result was a highly distinctive collector presentation that brought together heritage, storytelling and luxury packaging design. By translating Mackintosh's artistic vision into a contemporary brand experience, Lineup Studios created a release that celebrated the intersection of art, poetry and whisky while strengthening the collaboration between The Macallan and the Charles Rennie Mackintosh Society.
Services:
Creative Concept Development
Storytelling & Narrative Development
Heritage Research
Structural Packaging Design
Luxury Packaging Graphics
Brand Experience Design
Typography & Artwork Development
Material & Print Specification
Stakeholder Collaboration
Production Development Support