Chivas Regal Ultis Launch
CLIENT: pernod ricard | 📍 new york, new york
Context: Held at the newly renovated Beekman Hotel, this event was an exclusive product launch for Ultis, the latest addition to the Chivas Regal family of Scotch whiskies. Key media in New York City were invited to take part in a sensory experience complete with sounds, aromas, and tastes to learn about the unique elements that come together to make the Ultis whiskey. The aim was to drive brand awareness and emphasize the craftsmanship of the whisky as well as instill the message that the Ultis is the ultimate way to celebrate success.
Design Direction: Accents of champagne gold, charcoal, and slate grey in a variety of textures were utilized in the design to evoke the contemporary, luxurious aesthetic of the brand. Sketches of the bottle design were displayed in the cocktail area, and large, gallery style prints of key ingredients hung in the tasting room.
Designer, MKG
design concept, renderings, furniture and prop sourcing
Welcoming Cocktails
Prior to the sensory experience, guests gathered in the antechamber for cocktails. A custom-built bar featured the roman numeral V, paying tribute to the 5 generations of Master Blenders of Chivas Regal. Sketches of the design phases of the Chivas Ultis bottle were placed atop gold tables for guests to learn about the craftsmanship of the bottle. All furniture and decor in the space were selected to reflect the brand.
Rendering of cocktail area with custom bar and furniture selections.
Sensory Experience
A master craftsman hosted the sensory experience, prompting guests to smell and taste the flavors of the Ultis malts while they listened to sounds of the Speyside region, where the ingredients originate.
Utilizing the existing niches in the wall, we created an illuminated hanging gallery of the five flavor profiles featured in the tasting. Strips of shimmery gold fabric hung as a subtle backdrop for the artwork. A custom-built glorifying plinth displaying the Ultis bottles was placed centrally along the wall.
A U-shaped seating arrangement created a communal and intimate space for the guests to experience the Ultis tasting. Gold and silver textiles ran the length of the tables, and the existing wall sconces were replaced with color-changing bulbs to customize the lighting to each flavor tasting.
Rendering of sensorial tasting room with artwork installation, plinth, and furniture
