Diageo Rare & Exceptional

London, 2022

Haem; Home

Haem; meaning ‘Home’

An immersive, cultural experience, bringing to life Diageo Rare & Exceptional’s Scotch portfolio and brand home proposition.

Part art installation, part brand experience; combining elements of a fine-dining experience with a celebration of native Scottish flora, Haem allowed people to experience the magic of Scotland’s storied hills and glens, and the priceless liquids that can only be produced in this unique landscape. The experience was designed to provide a taste of the level of luxury hospitality on offer in Diageo’s incredible Scottish brand homes.

In October 2022, the Saatchi Gallery in London was transformed into a lush highland hillside. Nestled within this verdant landscape, a mirrored bothy (a traditional Scottish mountain hut) housed a paired tasting experience, offering guests the chance to sample rare expressions of some of the most famous names in Scotch.