The Macallan are setting up to offer New Yorkers the chance to discover their Speyside distillery from Grand Central Station in a brand new 4D experience.
‘The Macallan Distillery Experience’ is arriving in NYC this July, as the world’s first interactive 4D group virtual reality experience. It is to offer guests a multi-sensorial journey of their single malt whisky distillery in Speyside, Scotland.
They unveiled their new distillery and visitor experience in June 2018, after taking almost four years and $186 million to create. They now aim to bring the stunning destination to life from anywhere in the world.
The experience will premiere at a private event in Brooklyn on July 23rd, 2018 before opening to the public at Grand Central Station, New York City July 25th – 27th 2018, also celebrating National Scotch Day on July 27th.
The Macallan built the experience using a 360-degree video, created by using drones and a remote-controlled robot. Wind and scent diffusion technology was also created to match the footage. Interactive leap motion controls then allow guests to select the areas they are most interested to see with a gesture of their hand. This allows guests an inside look to the single malt distillery, it’s home estate, the architecture and whisky expressions, including some unique collectables.
Samantha Leotta, Brand Director of The Macallan, said: “We’re proud to celebrate the opening of The Macallan’s breath taking new distillery and visitor experience in Scotland and exciting new era of innovation by unveiling this immersive installation in NYC. Participants can explore the new distillery as if they were actualy there, choosing their own path to learn more about the iconic estate, history and heritage of The Macallan and its unrivalled 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.”
Open to guests aged 21 and over, The Macallan’s newly released Edition No.4 single malt whisky will also be available for tasting.
Whisky enthusiasts worldwide will be able to view ‘The Macallan Distillery Experience’ via mobile phones, desktops, social media or at selected stores, bars and restaurants using a VR headset.