Diageo: Mortlach

Alexander May partnered with Mortlach Whisky to conceive and produce the Mortlach by Design Lounge, an immersive brand environment staged for the debut of Mortlach's design collaborations. The project coincided with May's third curatorial exhibition, Industrialism, presented during NYCxDesign and Frieze Week, and centred around a private dinner for over 100 VIP guests.

Hosted at the Stephan Weiss Studio in collaboration with Donna Karan's UrbanZen, the space combined Mortlach's design objects with works by artists and designers from the exhibition. Swedish brand Bolon provided custom flooring, adding to the layered material narrative.

The experience culminated in a launch event for more than 500 guests, where hospitality, spatial design, and product storytelling were unified in a single architectural environment conceptualised and realised by May.

Location

New York

Year

2024

Role

Creative Direction, Spatial Storytelling, Curated Collaborations, Installation & Production Design