Haig Club whiskey planned a launch in China. Their target was the high ranking business elite. Working from the research, we found that most business is conducted around a dining table, with various social conventions – we created a unique dining experience.

 

One which involved a mentoring, educational part to the evening. Where diners where educated in the fine creation of this specific whiskey. 

 

A custom created tea ceremony incorporating the whiskey finished off this particular section. The Haig Club private dining room was put together in such a way that the visitor was relaxed and unexpectedly surprised. When diners moved to the main dining area, they were welcomed with a first toasting ritual. This lead to the diners taking a seat. A curtain dropped down around them. With every dish that was brought to the table, an animated sequence was projected on the curtain. This animation involved a single glowing grain building up cinematic scenes involving some of the ingredients in the dish. To commemorate the evening, each guest received a gift box that included chopstick, a moleskin and a stack of photos taken during the course of the evening.