The Macallan Visitor Experience
Exhibition design
The Macallan Visitor Experience explores the myth, history and art of distilling premium whisky through a spatial expression of the brand. A visitor routing was embedded in the actual production hall, interacting with the distillery’s impressive architecture and the surrounding landscape to achieve a dense atmospheric experience. The exhibition, which aims to address all of the senses, is characterised by high-quality information pillars and walkable pavilions. Each pillar is positioned in context with its surrounding, while all the production stages and components are designed to become immersive experiences.
iF Gold Statement
The design seamlessly weaves through the interior architecture, allowing a sequential spatial experience of the whisky making process, and engages the brand in both spectacle and knowledge towards the end-effect of total design. Such a well-delivered interactive communication platform!
Client / ManufacturerDesign
The Edrington Group
Glasgow, GBATELIER BRÜCKNER
Stuttgart, DETAMSCHICK MEDIA+SPACE
Berlin, DESpeirs & Major
London, GBMKTAG Kinetic Installation / Technical Implementation
Olching, DERogers Stirk Harbour + Partners
London, GBDate of Launch
2018
Development Time
25 - 36 months
Target Regions
Africa, Asia, Australia / Oceania, Europe, North America, South America
Target Groups
Consumer / User