The Project Arts Centre

Concept & Design. Event design and concept, venue sourcing, multimedia design, lighting and audio design.

METHOD AND MADNESS is a whiskey brand hatched from the minds of the Masters and Apprentices of Midleton Distillery. Our task was to take the essence of where the brand came from and bring this to life for media, influencers and the whiskey community through an immersive brand launch experience. The opportunity to launch a new brand from the ground up is rare, so we relished the opportunity to collaborate with the client team and partner agencies to create a visually impactful product launch that would be truly memorable.

Using graphic elements from the bottle and visual content shot by the advertising design agency we pulled the elements apart and stitched them back together in a 360-degree box of visual and audio splendor at the Project Arts Centre venue in Dublin. The entire evening was a sensory experience with visual displays, sound experiments, live art installations, live string quartet, as well as live DJs and video installations.

Guests walked away from the event with a real sense of the brand origins and a taste of where it can go. The event generated high volumes of social media buzz and traditional media coverage, exceeding KPIs. Coverage from the launch impacted significant uptake in product trial and sales in the first half of 2017.