The Macallan has launched a new brand experience at Raffles Hotel Singapore. Dubbed “The Macallan Experience,” the immersive pop-up features eight rooms, each designed to imprint meaningful memories of the Speyside distillery’s brand journey on visitors.
“The Macallan Experience is far more than a brand exhibition or tasting experience; it has been curated entirely to bring our stories and heritage to life through a narrative that takes drinkers into the depths of The Macallan, revealing what makes it the exceptional single malt it is today. This unique immersive experience also allows us to share stories from around the world which demonstrate the power of bravery and courage in shaping lives, experiences and progression,” explained Francois Saurel, Regional Managing Director for Asia Pacific for Edrington.
The core elements of the room designs include two films, two walls of casks, an indoor flame effect, an interactive moving art piece and a gravity-defying bottle display. The pinnacle of the Experience is a 12-minute sensory cinematic whisky experience where the audience are invited to “taste the whisky worthy stories.” The film is centered on two true stories, each of which are paired with a Macallan expression. Throughout the screening, the audience is encouraged to taste and savor the whiskies during key moments, in an effort to enhance what the audience can see, hear, touch, taste and smell.
On top of the immersive cinematic tasting, there is also an interactive kinetic art installation designed in collaboration with neuroscience agency Rebel and Soul and creative technology agency, FutureLabs. The installation allows guests to interact with formations as they transform into different shapes representing the nature and craft of The Macallan. Also part of the Experience are a Whisky Lounge and a private VIP Dining Room.
The Macallan Experience will tour a variety of venues throughout 2020 and 2021, beginning at the Raffles Hotel Singapore. The popup will remain at the hotel for four months, while the bar, whisky lounge, retail, and VIP will stay for one year.