Experiential Retail

Macallan Travel Retail

Launched in 2016

As part of branding and creating awareness for its quality whiskies to discerning connoisseurs from all over the world, Macallan wanted a customized solution that was interactive, creative and technologically advanced.

What is the Experience?

The Macallan is the most sought-after whisky for collectors and whisky lovers. Having built an exceptional reputation for its quality single malt whisky, it has become the preferred choice for any discerning whisky connoisseur around the globe.

What is the Objective?

As part of branding and creating awareness for its quality whiskies to discerning connoisseurs from all over the world, Macallan wanted a customized solution that was interactive, creative and technologically advanced. This innovative tool would serve to enhance its wall bay and educate commuters of the range of whiskies available.

How Does It Work?

The Masters of Convenience (MOC) – an interactive transparent display that slides across wall bays ranging from 835mm to 1500mm wide was specifically designed for Macallan. This transparent display enables consumers to slide across the wall bays. Once the screen is directly in front of a particular bottle of whisky, it will display bottle-specific information such as spider diagrams, history, technical specifications and a video introduction.

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