DJ Console

The Macallan

Launched in 2020

Groove to the beat around the world as consumers create their own unique music track – customisable as they rotate a series of dials. 

What is the Experience?

Macallan’s in-store visitors from London, Taiwan, Sydney and Singapore are treated to a rhythmic experience with this specially curated DJ Console. An old-fashion Vinyl, or record, sits on the sleek and reflective surface of the console. Visitors put on a set of high-quality headphones and scratch the record to begin customising their musical piece. 

A song plays and the tablet shows an interface to help users with the customisation process, showing a mixer with the settings of the dials. As they familiarise themselves with the bass drums, reverb and snare drums, users may record a 30 second clip with their musical add-ons and download it online. 

Visitors become a DJ for a day with this immersive and interactive DJ Console.

What is the Objective?

To revamp Macallan’s marketing strategy internationally and appeal to the musically inclined with an integrated digital solution that adds depth to their brand image.

How Does It Work?

The DJ Console experience starts upon scratching the vinyl. The tablet transitions to a page for users to enter their personal particulars, where they are taken to the music mixer page afterwards. 

A song from the electronic dance music genre plays, and users may add sound effects to intensify the track and change its tempo. When users tap the “record” icon, they can add any pattern of sound effects for the next 30 seconds and it will be recorded as a musical snippet. 

The snippet can be downloaded via any platform, enabling visitors to save the track as a fond memory of their time as a DJ. 

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