ABOUT

Maker’s Mark had secured a retail space in NYC’s famous Union Square over the lead up to Christmas. They asked us to create a best-in-class festive experience to excite and engage New Yorkers and create a buzz around Maker's over the Christmas period.

I teamed up with our strategists, starting with developing our concept of the Maker’s Mark Winter Wheat Wonderland, bringing a taste of Star Hill Farm (Maker’s distillery) to New York.

We created a detailed experience, with eight touch-points inspired by the real Star Hill Farm, working closely with our production partners to transform the blank-space unit into a wonderland.

Guests were greeted by a choir singing Maker’s-themed carols, then made their way through a stunning field of winter wheat - a key brand story. Next, they experienced creative crafts, a whiskey tasting and delicious cocktails in a truly memorable introduction to the brand.

Our experience was delivered on-time and within budget, welcoming over 4,000 visitors over the 12 days of Christmas.

Project completed in partnership with Wonderworks Communications.