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The Macallan – The Macallan Experience

‘Stories’ were selected as a powerful thematic territory for a fully immersive exploration to the exceptional single malt whisky at The Macallan Experience.

Client

, ,

Field

& . more

Memories

Awards

Idea

To position The Macallan as the ultimate spirit, ‘stories’ were selected as a powerful thematic territory where the far-reaching APAC audience can unite. Stories allow us to discover a world, to be inspired by it and to share that world with others in a compelling way.

Approach

Picture yourself being transported into an immersive, sensorial and memorable whisky journey of seven different rooms, each telling an inspiring story of the moments that The Macallan has moved beyond boundaries and ‘made the call’. From the hand crafted, hand toasted casks to the dance of the brands foundations told by the interactive moving art piece, Kinetic to the perfect serves at the overarching bespoke bar. The experience also brings inspiring stories outside of their world of individuals who ‘made the call’, with a world first sensory whisky tasting experience, wrapped up in a film by award winning Film Director, Gemma Lee

Results

 
  • Currently live
  • We were internally referred and engaged – without pitch – to create the regional marketing toolkit to support the activation, an online experience to complement the live activation and are currently in talks for on-the-ground management of the various APAC production agencies
The Macallan Experience - APAC Activation - Bookshelf
The Macallan Experience - APAC Activation - Cask Entry Tunnel
The Macallan Experience - APAC Activation - Sensory Cinema
The Macallan Experience - APAC Activation - Kinetic Art Installation
The Macallan Experience - APAC Activation - The Macallan Lounge
The Macallan Experience - APAC Activation - Whisky Product Gallery
The Macallan Experience - APAC Activation - Retail Space
The Macallan Experience - APAC Activation - Sales Area
The Macallan Experience - APAC Activation - VIP Bar Area
The Macallan Experience - APAC Activation - Gravity Defying Bar 3D render

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The Macallan Experience - APAC Activation - Bookshelf
The Macallan Experience - APAC Activation - Cask Entry Tunnel
The Macallan Experience - APAC Activation - Sensory Cinema
The Macallan Experience - APAC Activation - Kinetic Art Installation
The Macallan Experience - APAC Activation - The Macallan Lounge
The Macallan Experience - APAC Activation - Whisky Product Gallery
The Macallan Experience - APAC Activation - Retail Space
The Macallan Experience - APAC Activation - Sales Area
The Macallan Experience - APAC Activation - VIP Bar Area
The Macallan Experience - APAC Activation - Gravity Defying Bar 3D render

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Norah Tran
Senior Brand Manager, Edrington Group
The Macallan Logo
The most collaborative, responsive agency I have ever worked with, with incredible attention to detail, teamwork and professionalism. Thank you. I can’t wait to see the live results.

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