How Glenmorangie’s Scrumptious Design Undertaking set a brand new collaboration milestone as they made music and artwork collide

From the royalty soaked ‘Maharaja Highball’ cocktails to the otherworldly decor to teleport you to an ‘orangie’ wonderland, and Wondermaker Karsh Kale’s groovy music, Glenmorangie’s Scrumptious Design Undertaking opened its doorways to a never-seen-before, technicolour amalgamation of artwork and music in Mumbai. Held on December 6 2022, the expertise completed in true Glenmorangie fashion, handled visitors to a multi-sensory expertise that deserves one other innings, and we at GQ India have front-row deets about all the things it entailed. 

Organised at Mumbai’s historic 144-year ice manufacturing unit turned transdisciplinary area IF.BE, the occasion welcomed its visitors right into a forest-like maze garnished with lush foliage and vibrant oranges. On the finish of the maze, a celebrated tarot reader awaits—the quixotic readings had been simply step one to teleporting the luxurious spirit drinkers of at present to the model’s evocative world. 

“We wished to mix the scrumptious and great world of Glenmorangie–Single malt Scotch Whisky, with the gregarious spirit of India. The Scrumptious Design Undertaking is an ode to India’s artistic vibrancy and its artists and unlocks a brand new milestone in our efforts to craft luxurious experiences,” mentioned Smriti Sekhsaria, Advertising Head at Moët Hennessy India.

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A rendezvous between artwork and music   

Whereas there’s a lot to spotlight concerning the glistening occasion, it’s solely honest to start out with the show-stopper of the evening: a surreal collaboration between Wondermaker Karsh Kale’s foot-tapping beats and Nikunj Patel’s artwork. The primary-of-its-kind extravaganza was an ode to India—the land of sound, color, wealthy tradition and profound celebration. Each beat of world fame Kale’s efficiency was swathed within the historical past, color and candour of our nation. The expertise of sonic storytelling was elevated by ace artist Patel’s pleasant animations—every body teeming with a burst of delectable flavours. The mesmeric collaboration resonated with the model’s philosophy of being scrumptious by design and creating surprise out of each second.

“I grew up an enormous fan of Sting and I bought to really write a track that he sang for my album, ‘Respiratory Beneath Water’ that I did with Anushka Shankar. The 6-7 hours Sting and I spent within the studio was undoubtedly the most effective occasions I’ve spent in a studio with a musician,” mentioned celebrated musician Karsh Kale, who has labored with the likes of Pt. Ravi Shankar, Alicia Keys, Norah Jones and Invoice Laswell. 

Speaking about Glenmorangie’s Scrumptious Design Undertaking, he mentioned, “It’s all about class, it’s all concerning the new India. It’s at all times magical to play in Mumbai, for the eclectic crowd!” 

The visitors had been aware about the reside and larger-than-life manufacturing the place artwork met music, and had been actually spellbound. Watch this video to get a sneak peek of the collaboration!

Experiential zones crafted to thrill

In a bid to rejoice the pulsating tradition of India, Glenmorangie’s Scrumptious Design Undertaking will create three distinct luxurious moments of consumption that leverage putting visuals, sensory displays and tuneful rhythms. Aptly titled Raas, Khuld and Shararat, these art-music displays have stirred the curious cats inside us all. Raas goals to indulge the visitors in the fantastic thing about sartorial courtyards; right here the overarching emotion of merriment, opulent celebrations and dance will set the tone of the night. Shifting on, Khuld goals to take the visitors to the alluring altitudes of Kashmir, the place immersive artwork and music enable the visitors to absorb the fantastic thing about the valleys and boundless tulips in all their glory. Lastly, Shararat invitations all its visitors to a vivacious occasion expertise in opposition to the backdrop of Mumbai’s scintillating skyline, organised at a rooftop lounge par excellence.  

By these experiential zones, Karsh Kale—the Wondermaker and artist Nikunj Patel will heighten the passion of the occasion and douse the visitors in a singular, destination-led expertise which celebrates the one-of-its-kind, technicolour world of Glenmorangie. 

Summing up a larger-than-life night

The occasion ticked each ingredient on the listing for a deliciously outstanding night. Be it giving orange scarves and tangerine sun shades to each visitor, DJ NIDA trancing the gang along with her tunes, or the whimsical Glenmorangie counter serving up some juicy highballs—there was by no means a boring second. It’s secure to say that the specifically crafted cocktail—The Maharaja Highball—was the spotlight of the night. The gala evening culminated with a high-octane efficiency by Karsh Kale. 

Glenmorangie’s Scrumptious Design Undertaking was certainly a scintillating soiree of music, artwork and tradition; one which unveiled a brand new, chromatic method of celebrating! 

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if(isMobile.any())
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$("html, physique").animate({
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perform load_subscription_btn_1(guid) {
$.ajax({
sort: 'GET',
url: "https://ecom.cnidigital.in/get-campaign-products-by-slug.php",
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success: perform (knowledge) {
if (knowledge.error == 1) {
// console.log("erorr");
} else {
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showSWGButton();
// }
subscription_button_html(knowledge, guid);
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perform subscription_button_html(knowledge, guid) {
var output = knowledge;
var product1 = output.merchandise[0];
var product2 = output.merchandise[1];
updateButtonHtml(product1, 1, guid);
updateButtonHtml(product2, 2, guid);
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if (product == undefined) {
$(doc).discover('.subscribe_part').removeClass('energetic');
$(doc).discover('.button'+goal+'_popup').take away();
} else {
var title = product.title;
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