The Brief

At the invitation of The Macallan, six Magnum photographers spent three years documenting the construction of an ambitious new distillery by Rogers Stirk Harbour + Partners in the breathtaking Scottish countryside of Craigellachie, Moray. Conceived as a spectacular finanle to Macallan’s ‘Masters of Photography’ editions, the six photographers visited the site on numerous occasions, capturing the evolving landscape, the sustainable techniques applied in the construction, the people behind the amibitious project and it’s socio-economic impact on the local community. Each photographer was provided full access and adopted a carte blanche approach, drawing on their vastly different creative styles to create a timeless, celebratory legacy for this ambitious development, and contributing to a cultural placemaking project of the highest quality.

GB. Scotland. Moray. Craigellachie. Construction of the new Macallan distillery. August 2015.The Macallan New Distillery Site: Foundations for the MashTun © Mark Power | Magnum Photos

Over 300 individual image assets for Macallan communication and PR needs

A special, limited edition object d’art, with unique Macallen single malt whiskey featuring the ‘personalities’ of each Magnum photographer and Magnum etching on the bottle

An exhibition featuring over 200 framed photographs, on display at The Macallan visitor experience

A beautiful hardback, clothbound book featuring stunning images designed by Stuart Smith accompanied by a portfolio of prints signed by the six photographers

Extensive press campaign with features in photography, lifestyle and trade publications, including branded content on magnumphotos.com and amplified on Magnum social media

VIP events in London, Mexico City, Hong Kong, Singapore & Taiwan, attended by Magnum photographers

© Alec Soth | Magnum Photos

Magnum are the ultimate masters of their medium, offering incredible diversity and distinction within their ranks and capturing all aspects of human life around the world with an unparalleled sense of vision, imagination and genius..the partnership with The Macallan reflects our shared values of craftsmanship and commitment to excellence.

Ken Grier, Creative Director, The Macallan
Spain. Jerez. 2016. Sherry cask production. July 2016 Firing casks at the Tevasa Cooperage, Jerez Spain © Steve McCurry | Magnum Photos
UK. Scotland. Moray. Craigellachie. Construction of the new Macallan distillery. October 2017. UK. Scotland. Moray. Craigellachie. Construction of the new Macallan distillery. October 2017. © Mark Power | Magnum Photos
UNITED KINGDOM. Scotland. Macallan. Construction of the new Distillery October 2016Book Caption "Casks, the Macallan" © Gueorgui Pinkhassov | Magnum Photos
Exhibition

We curated a 200-piece framed exhibition featuring highlights from all six photographers, for permanent display at the Visitor Centre at The Macallan's new distillery. The exhibition was the focal point for an elaborate launch event featuring Scottish classical violinist Nicola Benedetti.

©  | Magnum Photos
©  | Magnum Photos
©  | Magnum Photos
©  | Magnum Photos
GB. Scotland. Moray. Craigellachie. March 2017. Construction of the new Macallan distillery. © Steve McCurry | Magnum Photos
GB. Scotland. Moray. Craigellachie. September 2017. Construction of the new Macallan distillery. © Mark Power | Magnum Photos
GB. Scotland. Craigellachie. Moray.Controls for concrete pouring. Construction of the new Macallan Distillery November 2015 © Martin Parr | Magnum Photos
Objects d'art

We created a limited edition presentation box featuring a beautifully printed, clothbound book designed by Stuart Smith, presented in a portfolio case including a selection of archival photographs signed by the photographers.

Magnum Edition for The Macallan. A limited edition boxed set which comprises a specially limited release whiskey; a selection of six signed prints, one from each photographer, and an exclusive (...) book of photography. Magnum Edition marks the seventh release in The Macallan’s award-winning Masters of Photography series. Magnum photographers were tasked with documenting the construction of the new Macallan Distillery in Scotland. © Magnum Photographers | Magnum Photos
Magnum Edition for The Macallan. A limited edition boxed set which comprises a specially limited release whiskey; a selection of six signed prints, one from each photographer, and an exclusive (...) book of photography. Magnum Edition marks the seventh release in The Macallan’s award-winning Masters of Photography series. Magnum photographers were tasked with documenting the construction of the new Macallan Distillery in Scotland. Detail of book, 'The Macallan by Magnum'. © Magnum Photographers | Magnum Photos
Magnum Edition for The Macallan. A limited edition boxed set which comprises a specially limited release whiskey; a selection of six signed prints, one from each photographer, and an exclusive (...) book of photography. Magnum Edition marks the seventh release in The Macallan’s award-winning Masters of Photography series. Magnum photographers were tasked with documenting the construction of the new Macallan Distillery in Scotland. © Magnum Photographers | Magnum Photos
© Paolo Pellegrin | Magnum Photos
GB. Scotland. Moray, Aberlour, Craigellachie, The Macallan estate. October 2015.The Macallan estate. Trees at night. © Paolo Pellegrin | Magnum Photos
GB. Scotland. Moray. Craigellachie. Construction of the new Macallan distillery. December 2017. © Alec Soth | Magnum Photos

Next Partnership

Partnerships

Live Lab

Magnum Live Lab is an experimental photographer residency which explores the collaborative nature of producing, editing and presenting work. By opening up to an audience it both challenges the participants and demystifies the creative process.

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