Mix Machine

Whisky brand Glenmorangie approached us to create an automated mixer that would hero its delicious new single malt, Glenmorangie X, in a multisensory experience.

Glenmorangie X challenges norms as the first ever single malt that is “made to mix”. Glenmorangie is a fundamentally creative brand that is always looking ahead to the next innovation, and with this disruptive new product it aimed to appeal to a consumer-base beyond the traditional whisky drinker. With that in mind, music emerged as a key entry point to capture the imaginations of a younger audience.

For our brand study, we visited the Glenmorangie distillery in Tain, Scotland. Founded in 1843, the site’s aged masonry walls juxtapose a modern glass extension, and a rewilding initiative is underway on the marsh of their neighbouring glen. The distillery highlights Glenmorangie’s audacious imagination and drive for invention, which we sought to echo in our design.

Project details

Client:
Glenmorangie, Moët Hennessy

Location:
London

Categories:
Concept, Design, Fabrication, Installation

Timeline:
2021

Playing on the parallels between mixing a drink and mixing music, we designed the Mix Machine jukebox that prepares four distinct Glenmorangie X mixes devised by Glenmorangie’s whisky masters. Each highball flavour is accompanied by an immersive media and lighting display that represents the unique character of the mix.  

Considering the jukebox’s form and typology timeline, we crystalised the concept into a highly functional and precise machine that reflects the Glenmorangie X story. With a curved form and a contemporary feel, the sleek jukebox aesthetic is design led, people centric, and aspirational.

For the fabrication, we partnered with creative construction specialist Nicholas Alexander. Together, we worked on multiple test rigs and tuned the behaviour of each micro machine element. One prototype looked at fluid flow rates, where we tested ingredients moving through a system under different regulated pressures. Another rig considered the circular movement of a glass on a suspended disc, defining its position in space through magnetic sensors. We also ebbed into the brewing world, analysing kegs and liquids while refrigerated and under carbonation.

The Mix Machine was made by connecting these systems through custom scripted software and electronic design, where we synchronized the hardware and timings. The mix is precise and versatile, with a tweak in the software and pressure enabling a liquid measure change to the millilitre.

The highball process sees a glass placed on a black corian turntable that is suspended centrally on an engineered, motorised cog. The glass rotates from front to back along the perimeter of the turntable, the mix is poured, and the glass returns to its starting position with the finished drink. The whisky and four modifier mixes are contained in pressurised kegs inside a bespoke fridge. At capacity the machine can dispense up to 330 serves.

The Mix Machine showcases the personality of Glenmorangie: a classic jukebox with a modern twist where invention meets an immersive and delicious experience.