Exhibit fuses Old World whisky-making with New World technology
To tell the story behind their two distinct 12-year-old whiskies, The Macallan is adding a splash of augmented reality (AR). The brand officially kicked off whisky season in New York with the launch of its immersive AR art exhibit titled Gallery 12, which showcases the distinct characteristics behind both The Macallan Sherry Oak 12 Years Old and The Macallan Double Cask 12 Years Old.
Leaders in technology, media, and the spirits industries gathered to celebrate the launch. Each guest was invited to step into another world to experience unique art installations within the mixed reality gallery using the power of Microsoft HoloLens.
The Macallan is one of the first spirits brands to use this cutting-edge technology which is the first self-contained holographic computer, enabling guests to engage with digital content and interact with holograms in the world around them, according to the company.
The gallery installation features custom-crafted, interactive art pieces that communicate what makes The Macallan 12 Years Old whiskies so distinctive. The journey includes a visit to the American and European oak forests, where The Macallan sources the wood to make the casks where the whiskies are aged, and through The Macallan’s legendary process to help attendees gain an understanding of the unique oak types, natural color, and flavor notes of each whisky. It’s the perfect combination of Macallan whisky-making craftsmanship and breakthrough technology, according to the company.
“The Macallan is always at the forefront of innovation, tirelessly seeking the best ways to connect with our technologically-savvy audience,” says Raul Gonzalez, VP of marketing and business development at The Macallan. “As we have used virtual reality in the past, using AR in Gallery 12 was a natural next step in bringing the two stories of our core 12 Year Old expressions to life. It’s an innovative and fun way to have drinkers learn about and enjoy both 12 Year Old whiskies.”
As an extension of the Gallery 12 augmented reality exhibit, The Macallan created an AR app experience designed specifically for Apple’s latest, most advanced ARKit platform on iOS 11. This interactive experience brings the story of The Macallan two 12 Year Old whiskies to life, from acorn to bottle. The app includes a glimpse through a virtual window at the brand’s extensive wood sourcing process, along with an artistic look at both 12 Year Old whiskies’ 100% natural colors and distinctive flavors.
The brand will be using the app for educational experiences with consumers and trade and is meant to be used both at home and on shelf in bars and liquor stores. To download The Macallan 12 AR Experience, click here.
The Macallan Gallery 12 will be traveling to Miami, Chicago, Houston, and San Francisco throughout the fall.