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Recently, the world-renowned Diageo distillery giant's Mortlach single malt Scotch whisky brand celebrated its bicentenary. To commemorate two centuries of heritage and breakthroughs, he invited world-renowned designer Philippe Starck to become the brand's first global creative director. Embracing two centuries of heritage and innovation, Mooher and Philippe Starck have opened a new chapter in the history of legendary Scotch whisky. Not only that, but the first "Mortlach x Starck" co-branded series inspired by Muhe's 200-year history will also be officially unveiled in 2024.
The official announcement of the global partnership was held in Miami, USA, and was unveiled at the same time as Art Basel Miami Beach 2023. Created by Philippe Starck in collaboration with fashion industry's leading runway design studio Bureau Betak, the Gala Dinner invited pioneering guests from around the world in the fields of culture, design, art and whisky.
On the day of the announcement, the famous actor Huang Bo was invited to attend as the only Chinese performing arts celebrity to witness this historic moment. In his acting career spanning more than 20 years, Huang Bo has always been known for his creative talent that constantly breaks through boundaries. Through this in-depth exchange with design master Philippe Starck, Huang Bo has a deeper understanding of the spirit behind art and design creation from the perspective of an artist, and constantly bursts out the resonance of breakthroughs and reshapes.
Dating back to 1823, Much Whisky was the first legal whisky distillery in the Spesside Town of Scotland. The founders, Covey & Sons, created the cornerstone of the brand with the spirit of courage to break through. Alexander Cowey, with his extraordinary vision and innovative courage, has created a unique 281 Distillation Method "The Way of Brewing". This unique distillation process has given Mouch a rich, deep, powerful distillery that makes it unique among the Speyside appellations, where light floral and fruity flavours are the mainstay, earning it the nickname "The Beast of Duff".
The collaboration between Muhe and Philippe Starck is a dialogue that transcends the dimension of time and is a continuation of the two-hundred-year legend. Philippe Starck said of Muhe: "It was love at first sight for me, not only based on the contemporary, but also with ideas and visions that transcend the times. He admired Alexander Cowway in the late nineteenth centuryWith the scientific thinking and bold courage of 81 Distillation, Philippe Starck believes that Alexander Corvey is not only a central figure in the distillery, but also a scientifically minded geniusAt the same time, he believes that Muhe adheres to the sincere and pure nature and focuses on innovation and breakthroughs in whisky brewing technology.
Continuing the "winemaking way" for 200 years, Muhe not only achieved a breakthrough in whisky making technology in the 19th century with a sophisticated distillation system, but also created a unique style with a concept that transcends its time. Philippe Starck believes: "Over the past two hundred years, Much has been fearlessly involved in the wave of modernity with his natural wildness and scientific rationality. ”
As one of the most prominent designers in contemporary art and design, Philippe Starck's creative audacity has pushed the boundaries of creativity for over 50 years, shaping some of the most stunning designs. His bold and humanistic designs, unconventional imagination and recognizable design language continue to influence design trends from the late 20th century to the present day. This collaboration with Muh's legend marks the first time Philippe Starck has put the spotlight on a whisky brand. His addition not only continues the pioneering and innovative spirit of the brand's founders, Kowi and his sons, 200 years ago, but also indicates that Muhe will inherit the 200-year history and enter a new era with a bolder attitude, writing a new chapter in the whisky legend.
The collaboration with the legendary maestro, as early as 2022, when the Bicentennial of Much was launched, the Maison launched a series of 281 Distillation's iconic six-seat still is an artistic collaboration inspired by design. So far, it has joined hands with 12 cross-disciplinary pioneer designers and artists around the world, including China, to interpret the six style genes of Muhe in the past 200 years with the thinking of designers, and continue to strengthen the spiritual core of the brand's original continuous exploration and innovation.
The collaboration with designer Philippe Starck will inject extraordinary creativity and vitality into the brand, helping it to become the representative of the next generation of luxury whisky. Pedro Mendonca, General Manager of Diageo's Global Premium Product Line, said: "At this milestone of our 200th anniversary, we are proud to be the first whisky brand to partner with Philippe Starck. We look forward to working with Philippe Starck to explore new heights with creative thinking and reinvent the next generation of whisky with a breakthrough vision." ”
Inspired by the six genres of Muhe's heritage and contemporary vision, Philippe Starck will reshape a new chapter in Muhe's two-century-long history, inspired by the six genaculous genes of Muhe. Expected to be launched in 2024, the "Mortlach x Starck" collaboration series is not only the birth of Muhe's new iconic series, but also a bold innovation of traditional whisky product paradigms with the thinking of creators, leading a new generation of whisky innovation thinking, and promoting a new wave of luxury whisky styles.
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