Bompas & Parr

The Macallan Masters of Photography

An experiential launch event focusing on a crucial ingredient in the production of whisky – time.
The Macallan Masters of Photography

A rift in time where the rules of physics no longer apply

Taiwan, 2017: Bompas & Parr designed an experiential and immersive event to launch Macallan’s Masters of Photography 6th Edition in Taiwan. The high-energy party explored core aspects of the brand’s DNA and focused on the theme of ‘A Rift in Time’ whilst also celebrating the Masters of Photography work of Steven Klein.

The studio explored the theme of time through set design, illusions, lighting, scripts and food and drink, alternately speeding up and slowing down the passage of time.

Upon stepping into Steven Klein’s photograph guests entered a world where time had stopped responding to the rules of physics – it appeared to halt completely, speed up, run forwards or backwards. Attendees were left with a renewed value of time and the core role that time can play in crafting an expression such as the Rare Cask.

Using a variety of techniques and scenic elements to make it evident that time was being manipulated, a mix of countdown timers, chess & chequer boards, red mist, mirrors and hourglasses were used to create illusions and an atmosphere to reinforce the theme and offer photographable moments for guests.