Overview

To mark 200 years of whisky-making tradition, The Macallan hosted an intimate and immersive dinner at Nxt Museum in collaboration with HUSH HUSH Amsterdam.

Guests were immersed in a multi-sensory journey inspired by The Macallan’s heritage and forward-facing vision. The evening also marked the debut of their new TIME:SPACE collection. From bespoke cocktails and curated projection visuals to a Michelin-starred menu, the event bridged tradition and modernity, all within Amsterdam’s leading space for art and technology.

The brief

HUSH HUSH and The Macallan’s goal was to create a  luxury private brand experience for a number of special guests, blending The Macallan’s rich storytelling and premium product presentation.

Nxt Museum was chosen for its ability to deliver a seamless sensory experience across multiple moments – from intimate welcome to immersive brand showcase – all under one roof.

The experience

The evening opened with a welcome cocktail in the Entrance Hall, where guests gathered before being invited into Nxt Stage for a seated dinner.

The dinner featured a bespoke three-course menu curated by Chef Richard van Oostenbrugge of Amsterdam’s two Michelin-starred Restaurant 212, offering a refined culinary narrative that paired with Macallan’s signature expressions.

The programme included live speeches and a video piece exploring the past, present, and future of The Macallan. Guests were then invited to another section of the museum space for a guided whisky tasting and cocktail reveal before returning to Nxt Stage for the final toast.

Key spaces used

• Entrance Hall: welcome cocktail and guest arrival

• Nxt Stage: immersive dinner setup, visual storytelling, speeches, and performances

• Museum space: intimate whisky tasting experience

• Full takeover: seamless flow of guest journey from arrival to close

Outcomes

• 50 invited guests

• A premium, curated programme reflecting The Macallan’s 200-year legacy

• Collaboration with top-tier creative and culinary partners

To plan your event, email thomas@nxtmuseum.com directly or fill in the form below.

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