The Macallan Experience
- Location Grand Central Station, New York, USA
- Client Pixel Rain
- Role Lead developer
- Date July 2018
The Macallan Distillery Experience brings Scotland to NYC. The ground-breaking 4D group VR experience takes guests on a multi-sensorial journey..
360 and VR experiences tend to be solo with the potential to be isolating. However the Macallan’s immersive activation lets a small group of people travel to Scotland together. Guests move into a cubic projection structure, with 360-degree videos projected on every side of the structure. Cutting-edge wind and scent diffusion technology adds to the sense of being in the wilds of Scotland. Meanwhile fully interactive leap motion controls let guests guide the experience, while by using hand gestures they can select which parts of the distillery they want to learn more about.
The new VR experience is billed as the first ever interactive 4D group virtual reality experience. Guests enjoy a multi-sensory journey while exploring the distillery’s striking architecture, unique collectables and historic stories.
Samantha Leotta is brand director of The Macallan. She 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”.
The VR experience has been designed to tie in with the recent opening of the new £150 million Macallan distillery and visitor experience at Craigellachie in Speyside, Scotland.