mclcreate, Edinburgh Gin and The Art of the Cocktail
Live events specialist mclcreate and partner, Projector Club, teamed up with LUX food and drink agency to help create an enlightening mixology and gin education event for Edinburgh Gin during Tales of the Cocktail’s European stopover.
Tales of the Cocktail is the world’s premier series of cocktail festivals, highlighting what is current, what is exciting and what is up and coming in the spirits industry. Having previously toured America, the team embarked on an adventure to bring the world’s premier cocktail festival across the pond, to Europe. Its first stop was Edinburgh for five days of cocktail education and celebration in one of the world’s most historic cities.
Edinburgh Gin is thrilled to be a part of this exciting collaboration and with the help of mclcreate, they organised The Art of the Cocktail event which took place in April 2017 at Edinburgh Gin’s Leith based distillery, The Biscuit Factory. This event promised to be an immersive event celebrating bespoke distillation, cocktails, music and inspiration from Edinburgh’s diverse history and unique identity. As part of the event, Edinburgh Gin partnered with some of the world’s leading bartenders to devise a bespoke cocktail menu inspired by Edinburgh Gin’s dynamic collection.
Working alongside Edinburgh-based arts collective, Projector Club, mclcreate were tasked with ensuring this event was engaging, creative and in line with the Edinburgh Gin brand. Individual spaces were created for six of Edinburgh Gin’s world-class gins and liquors, which included projection mapping inspired by the artwork on the labelling and the ingredients within each spirit. The bespoke cocktails created by the world leading bartenders were rustled up behind each individual bar focusing on one particular spirit.
Ross Blair, Operations Manager at mclcreate in Edinburgh, commented, “We were eager to get involved in this exciting opportunity with Edinburgh Gin and the LUX agency. From initial conversations, idea generation and design conception to the event day itself, we only had 2 months to complete the project which was quite a challenge. However, the process was made easier due to Edinburgh Gin’s creative branding and bottle illustrations which we knew we could utilise within the projections to create something exceptional.”
Projection mapping was deployed with perfection by Projector Club with striking backdrops and bespoke animation projection which displayed individual label design to identify each individual area with a particular drink. Lighting was also cleverly placed to create a quirky, urban atmosphere and draw attention to specific areas of interest.
Alice Will, Director at LUX food and drink agency commented, “We were thrilled with the result of the Art of the Cocktail event for Edinburgh Gin. We were confident mclcreate could facilitate and inspire our creative ideas and they certainly did not disappoint. By creating an immersive environment we enabled the visitors to dive into the diverse cocktail culture Edinburgh has to offer.”
Through the power of conversation mclcreate have formed a strong relationship with Edinburgh Gin and the spirits industry with some exciting upcoming projects and events. Watch this space!