Macallan launches VR activation in New York

24th July, 2018 by Owen Bellwood

Edrington-owned Scotch whisky brand The Macallan has launched a virtual reality visitor experience in New York’s Grand Central Station.

The Macallan’s VR experience will transport groups of whisky fans from New York to its home in Scotland

The Macallan Distillery Experience is designed to celebrate the Speyside whisky brand’s new distillery, which opened its doors in June.

The four dimensional virtual reality (VR) experience will give guests an inside look at the multi-million-pound new distillery, as they explore the site’s architecture, collectable expressions and untold stories.

The premiere of The Macallan Distillery Experience took place at a private event in Brooklyn last night (23 July), with the experience set to open for whisky lovers at Grand Central Station from 25-27 July.

Samantha Leotta, brand director of The Macallan, said: “We’re proud to celebrate the opening of The Macallan’s breathtaking new distillery and visitor experience in Scotland and exciting new era of innovation by unveiling this immersive installation in New York City.

“Participants can explore the new distillery as if they were really there, and choose their own path to learn more about the iconic estate, history and heritage of The Macallan and its unrivalled whisky-making process.

“This journey was created so participants can be virtually transported to Speyside and experience the sights, sounds and scents of our new home.”

The immersive activation allows a small group of people to travel to The Macallan’s home together by stepping into a cube-like projection structure.

An in-person guide takes guests through the experience, highlighting the new distillery and its estate as 360-degree videos are projected on all sides of the structure’s walls. The experience includes wind and scent diffusion technology matched to the footage.

Outside of the New York events, whisky enthusiasts around the globe will be able to view The Macallan Distillery Experience on their mobile phones or desktops, through social media, or at select wine and liquor retail stores, bars and restaurants using a VR headset.

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