Glenmorangie LVMH x The Shoe Surgeon

Executive Producer
VVIP Brand Partner Immersion Experience

Scope
Strategic Concept & Experience Design
Stakeholder & Client Management (LVMH, Glenmorangie, The Shoe Surgeon)
VVIP Engagement & Narrative Architecture
Production Design & Execution Oversight

Overview
LVMH wanted a VVIP brand immersion to ignite creative chemistry between Glenmorangie and iconic streetwear designer The Shoe Surgeon (Dominic Chambrone) — a collision of sneaker culture and Highland heritage designed to catalyse a capsule collection and redefine whisky’s place in new luxury culture.

The Brief
Translate Glenmorangie’s legacy and terroir into a world-class creative experience that would resonate with tastemakers used to collaborating with Drake, LeBron, and Yeezy — and return with Glenmorangie embedded in their cultural memory.

The Challenge
Reframe Scotch whisky — steeped in ritual, craft, and tradition — for a younger, urban, culturally fluid luxury audience. Deliver a tactile, emotional experience that would resonate with creators operating at the intersection of hype, heritage, and high design.
The strategic challenge was balancing slow Highland culture with the pace, pressure, and aesthetic expectations of high-fashion streetwear — and do it in a way that left an imprint on the work.

The Work
The Highlands as Haute
We designed an immersive experience rooted in Glenmorangie’s elemental world — colour, light, texture, terrain, and story — translated into a series of private, cinematic encounters that revealed the whisky’s DNA through place. Each moment was built around one creative pillar, fusing emotion, environment, and heritage into a branded narrative the collaborators could wear home:

Light & Colour: Sunset tastings awash in Glenmorangie’s orange-gold palette, linking Highland skies to signature hues in the final shoe design.

History & Story: Whisky poured at historic landmarks, telling stories of clan legacy and courage to express Glenmorangie’s values beyond the glass.

Myth & Mystery: A moonlit cask tasting at the ancient Cadbol Stone, with live music and storytelling — weaving lore into product mythology.

Soil & Water: A piper-led trek to the natural springs behind Glenmorangie’s spirit, ending in a wilderness tasting and poem to the source.

Texture & Tactility: A curated stay at Glenmorangie House immersed guests in silks, tweeds, and tartans — translating texture into design language for the capsule sneaker.

This was experience design as brand storytelling — sensory, site-specific, and emotionally resonant — built to reflect LVMH savoir faire and bridge the worlds of whisky and hype culture.

Execution
Delivered full end-to-end production planning and creative orchestration across multiple remote locations
Led VVIP logistics for LVMH execs and creative stakeholders
Directed cross-cultural narrative alignment between NYC-based designer team and Scottish heritage brand
Negotiated brand approvals across Glenmorangie and LVMH
Built creative continuity between sensory brand cues and The Shoe Surgeon's design process.


Results

Our work focused on the brand immersion experience. The capsule collection was designed and produced by The Shoe Surgeon and maison teams following our immersion, with the creative foundation we established woven throughout.

Immediate Impact (Our Work)

3-day VVIP brand immersion delivered across multiple Highland locations
Creative chemistry established between heritage luxury and streetwear culture
Brand narrative architecture connecting terroir to design language
Cross-cultural stakeholder alignment achieved


Downstream Impact (Two Years Later)

The Glenmorangie x Shoe Surgeon capsule collection:

Sold out within 48 hours
100 pairs produced (98 for VVIPs, 2 via media contest)
Featured in Vogue, Maxim, The Whiskey Wash, and LVMH official channels
2.4M–10.3M total impressions
1M-3M unique impressions


Downstream Legacy

Shoe Surgeon x Glenmorangie was renewed for another season by LVMH.
Two years after the initial engagement, the Maison commissioned The Shoe Surgeon to create a second sneaker, continuing the design journey that our heritage immersion helped ignite.