The Macallan × Charles Rennie Mackintosh SocietyBringing Two Scottish legacies together through design, storytelling and craftsmanship.
For the launch of The Macallan Tree of Life 46 Year Old, Lineup Studios was commissioned to develop a luxury collector experience inspired by the creative legacy of Charles Rennie Mackintosh. From concept creation through to packaging, storytelling and collector content, we helped shape a release that united two iconic Scottish names through a shared appreciation of nature, artistry and time.
The Challenge
The Macallan wanted to create a contemporary luxury release that honoured Charles Rennie Mackintosh while remaining authentically Macallan. The challenge was to uncover a meaningful connection between the two legacies and translate it into a compelling story, packaging concept and collector experience.
The Idea
Through extensive research and collaboration with the Charles Rennie Mackintosh Society, we identified a shared reverence for nature as the foundation of the project. This inspired the Tree of Life concept, linking Mackintosh's themes of growth and renewal with The Macallan's commitment to craftsmanship and maturation.
The resulting experience combined luxury packaging, sculpture, storytelling and commissioned poetry. Inspired by Mackintosh's The Spirit of the Rose, the design featured a Lalique crystal decanter with a rose-inspired stopper, framed by sculptural metalwork and oak rings symbolising both tree growth and the whisky's ageing journey.
The Result
The Tree of Life 46 Year Old became one of The Macallan's most exclusive releases, with only 112 bottles produced. The project successfully brought together a global luxury brand, a heritage organisation and a network of specialist craftspeople to create a highly collectible experience that celebrated creativity, nature and exceptional whisky craftsmanship.
Services:
Strategic Concept Development
Creative Direction
Heritage Research & Story Development
Stakeholder Management
Structural Packaging Design
Luxury Experience Design
Collector Book Design
Editorial & Copywriting
Content Development
Creative Commissioning & Project Management