Photo Credit: James Chororos
From July 25 to July 27, The Macallan, the world’s most admired single malt Scotch whisky, is bringing its new, awe-inspiring Scottish distillery to life at Grand Central Station.
‘The Macallan Distillery Experience’ is coming to New York City right in time for National Scotch Day (July 27) with a 4D group virtual reality experience that celebrates The Macallan’s stunning Speyside destination. With the first interactive 4D group virtual reality experiences open to consumers ever, guests are invited on a multi-sensorial virtual journey where they will get an inside look into the Single Malt. Visitors will embark on this trek by exploring the distillery’s striking contemporary architecture, unique collectable expressions and untold stories from its very own Easter Elchies Estate in Speyside, Scotland – home to The Macallan since 1824.
Photo Credit: Ryan Kobane
Samantha Leotta, Brand Director of The Macallan, 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, and choose their own path to learn more about the iconic estate, history and heritage of The Macallan and its unrivaled whisky-making process. This journey was created so participants can be virtually transported to Speyside and experience the sights, sounds and scents of our new home.”
Photo Credit: Ryan Kobane
In June 2018, The Macallan unveiled its iconic and unprecedented new distillery and visitor experience, almost four years and $186 million in the making. To bring this one-of-a-kind destination to life around the world, The Macallan – which has a history of pioneering innovative technology like touchable videos and augmented reality experiences – created a 360-degree video (using technologies such as drones and a remote-controlled robot) to transport consumers to this whisky mecca.
Photo Credit: Wes Tarca
Typically, 360 and VR headsets are isolating experiences, but this immersive activation allows a small group of people to travel to The Macallan’s home together by stepping into a 15x15x15 cube-like projection structure. An in-person guide takes guests through the experience, highlighting the new distillery and its iconic estate as 360-degree videos are projected on all sides of the structure’s walls. The experience includes cutting-edge wind and scent diffusion technology matched to the footage. Fully interactive leap motion controls allow guests to guide the experience with a mid-air gesture of their hand, and select which parts of the distillery they want to learn about.
Photo Credit: Ryan Kobane
As part of the experience, guests 21 and over will have the opportunity to enjoy samples of The Macallan’s newly released Edition No.4 whisky along with bites of traditionally inspired Scottish fare.
The Macallan Distillery experience will be open to consumers starting Wednesday, July 25 through Friday, July 27 during the following times:
- Wednesday, July 25 – 11:30 AM to 7:30 PM
- Thursday, July 26 – 11:30 AM to 7:30 PM
- Friday, July 27 – 12:00 PM to 4:00 PM
Photo Credit: Wes Tarca
