# Architect-Inspired Anniversary Lines The MORTLACH x STARCK Debut Capsule Will Be Revealed in 2024 By Kalin Ned | Published 2023-12-22 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/mortlach-x-starck References: [starck](https://www.starck.com/mortlach-x-starck-p5026)  The [MORTLACH](https://www.trendhunter.com/trends/levolution-collection) x STARCK debut collection, set to be unveiled in Spring 2024, marks a significant collaboration celebrating Mortlach's heritage and craftsmanship, as well as the renowned vision of Philippe Stark who has been pointed as the first [Creative Director for Mortlach Whisky](https://www.trendhunter.com/trends/anish-kapoor2) to commemorate its 200th anniversary. Pedro Mendonça, [Diageo’s](https://www.trendhunter.com/trends/spirited-xchange) Global Reserve Managing Director of MORTLACH, claimed that "together [with Philippe Stark] they will venture into creative new heights, reinventing what whisky will represent to a generation, reimagining and rebuilding the spirit of Mortlach." Starck shares Mortlach's pioneering vision, envisioning a modern era for the brand that combines nature's elegance and scientific magic in the service of humanity. He eloquently explained: "the evolution story of Mortlach takes a leap forward into modernity, with the elegance of nature and the magic of science at the service of humanity.” Image Credit: MORTLACH x STARCK ## Trend Insights (Trend Hunter) - Score: 2.8/10 - Popularity: 34% | Activity: 29% | Freshness: 20% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Collaborative Luxury Editions:** The MORTLACH x STARCK debut collection marks a significant collaboration celebrating Mortlach's heritage and craftsmanship. - **Architectural Influence in Branding:** Philippe Stark has been appointed as the first Creative Director for Mortlach Whisky to commemorate its 200th anniversary, infusing the brand with his renowned vision. - **Nature-inspired Modernity:** Starck envisions a modern era for Mortlach, combining nature's elegance and scientific magic in the service of humanity. ### Sectors Adopting This - **Luxury Goods:** The collaborative debut collection between MORTLACH and STARCK captures the essence of luxury and craftsmanship. - **Alcoholic Beverages:** The appointment of Philippe Stark as Creative Director for Mortlach Whisky presents opportunities for innovative branding and product development in the alcoholic beverages industry. - **Design and Architecture:** Philippe Stark's involvement with Mortlach signifies the influence of design and architecture in shaping the direction of the brand. ## Related on Trend Hunter - [Metallic Whisky Bottle Cases](https://www.trendhunter.com/trends/levolution-collection.md) - [Whisky-Inspired AR Sculptures](https://www.trendhunter.com/trends/state-of-the-art-ai-021523.md) - [Sculptural Whisky Pipettes](https://www.trendhunter.com/trends/deobrah-czeresko.md) - [Whisky-Themed Bespoke Glassware](https://www.trendhunter.com/trends/mortlach-by-design.md) - [Fashion Designer-Approved Luxury Spirits](https://www.trendhunter.com/trends/olivier-rousteing.md) - [Modernized Whisky Designs](https://www.trendhunter.com/trends/whisky-designs.md) - [Exotically Thematic Whiskies](https://www.trendhunter.com/trends/bill-lumsden-x-azuma-makoto.md) - [Exclusive Whisky Releases](https://www.trendhunter.com/trends/exclusive-whisky-releases.md) - [Immersive Scotch Whisky Journeys](https://www.trendhunter.com/trends/macallan-celebrated-200-years.md)