Master Made was commissioned to create a one-of-a-kind retail installation for Louis XIII Cognac — one of the world’s most prestigious spirits — in the heart of Rockefeller Center. Designed in collaboration with Morrell & Company, the installation embodied the brand’s iconic motto: “Think a Century Ahead.” Every detail of this build was designed to reflect Louis XIII’s philosophy of craftsmanship, patience, and timeless luxury.

At the core of the display stands the unmistakable Louis XIII decanter — a symbol of heritage and artistry spanning generations of cellar masters. Surrounding it is an intricate composition of custom-machined gears and clockwork elements, fabricated in-house by Master Made’s team using CNC precision milling, laser-cut metals, and layered acrylic assemblies. These interlocking forms represent the passage of time — a visual metaphor for the century-long aging process that defines Louis XIII.

The installation merges art, engineering, and storytelling. The central mechanism, highlighted by a glowing backlit halo, draws focus to the decanter as if suspended in time. Each gear was hand-finished and color-matched to complement Louis XIII’s signature hues of bronze, gold, and amber. The surrounding display was engineered with museum-grade glass and hidden structural framing, allowing the product to appear effortlessly floating while maintaining complete stability and durability for long-term retail presentation.

Behind the scenes, Master Made managed every stage of the project — from 3D design and technical modeling to fabrication, assembly, and on-site installation at Rockefeller Center. Every component was pre-engineered for precision fitment, ensuring flawless execution within the constraints of a luxury storefront environment. The result is a seamless blend of old-world elegance and modern fabrication technology.

The accompanying in-store presentation at Morrell & Company complements the window installation — showcasing The Classic, The Magnum, and The Miniature decanters, each presented with refined lighting, fine materials, and engraved messaging that reinforces the brand’s narrative: “Each decanter is the life achievement of generations of cellar masters.”

For Master Made, this project represents the pinnacle of what modern craftsmanship can achieve when storytelling and fabrication intersect. It demonstrates the studio’s unique ability to merge precision engineering with emotional design, crafting environments that not only display products but also embody the essence of the brands behind them.