Gyor
gyKor
ossySHOWS
Exhibition
of the Year
THE MACALLAN
VISITOR EXPERIENCE BY
ATELIER BRÜCKNER CRAIGELLACHIE – The jury was impressed
by Atelier Brückner’s considered treatment
of a complex project: The Macallan Visitor
Experience. Into a new Rogers Stirk Harbour
- Partners-designed distillery at the foot
of the Scottish Highlands, Atelier Brückner
inserted an exhibition to convey the story
behind the brand’s single-malt whisky. Deal-
ing with two significant challenges – sophis-
ticated content and an environment bathed
in sunlight – the designers went in search
of an immersive brand experience. ‘This
wouldn’t have been easy to put together,’
said Paolo Brambilla of Calvi Brambilla, ‘but
the result is very well executed.’
Sakchin Bessette of Moment Factory
agreed that ‘everything is thought through.
There’s a real sense of craft and detail – and
a simplicity of experience.’ He also pointed
out the clever approach to sensory engage-
ment – ‘touch, sound, smell, sight, taste – it’s
all there. The exhibition is artistic in its
interpretation but still directly relevant to
the client’s objectives: highlighting the depth
of craft involved in making whisky.’
Whereas many exhibition designers
rely on technology to dazzle and delight,
Atelier Brückner was commended for its
restraint. As the jury confirmed in its sum-
mary: ‘The use of technology – and the
design as a whole – supports the exhibi-
tion’s intentions.’ – TI
atelier-brueckner.com
PEOPLE'S VOTE
Neuro Surge by Shiseido Team 101
and WOW
The jury was impressed by Atelier Brückner’s
ability to pull together a complex project with
such skill and restraint – all while creating an
immersive, multisensory brand experience.126