Laphroaig

An outdoor stone pathway featuring decorative green moss and plant installations

Dimly lit luxury event venue decorated with wooden whiskey barrel tables, ornamental chandeliers, and ambient green lighting

Heritage brought to life through taste

Product launches

Overview

Laphroaig wanted to launch three unique, limited-edition releases to the UK market with an experience centred around heritage, provenance and taste.

They tasked us with designing an experience to that hero’d each unique product story and allowed Laphroaig to educate the audience on how Laphroaig evolves as it ages.

Solution

Bringing the spirit of Islay to the heart of London

We crafted a sensorial brand experience at Lady Libertine, Nomad that transported guests to the Isle of Islay. The event opened with a brand immersion for the senses. We paired a Laphroaig cocktail with bespoke canapés that complemented the notes of the whisky. Scenic and floral displays of heather, driftwood, moss, wildflowers and grasses reflected Islay’s rugged habitat with green uplighters to representing the signature bottle.

The centre piece of the experience was a whisky flight presented by chief distiller Barry MacAffer. The flight was served on a crafted table sculpture representing the natural materials found on the Isle of Islay. Every sense was considered and heightened through the event design – a super eight slide show showcased authentic content from the distilling process, we commissioned a soundscape created with natural experiences from the island and the distinct aroma of peat took guests out of Central London and direct to the isle of Islay.