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The Macallan Visitor Experience / Exhibition design

The Macallan Visitor Experience
The Macallan Visitor Experience

Discipline: Interior Architecture

The Macallan Visitor Experience

Discipline: Interior Architecture

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.

  • DATE OF LAUNCH 2018

  • DEVELOPMENT TIME 25 - 36 months

  • TARGET REGIONS Africa, Asia, Australia / Oceania, Europe, North America, South America

  • TARGET GROUPS Consumer / User

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!
Gold Statement
Client / Manufacturer

The Edrington Group

The Edrington Group
Glasgow, United Kingdom

Design

ATELIER BRÜCKNER

ATELIER BRÜCKNER
Stuttgart, Germany

Go to profile
Design

Speirs & Major

Speirs & Major
London, United Kingdom

Light Planning

Design

TAMSCHICK MEDIA+SPACE GmbH

TAMSCHICK MEDIA+SPACE
Berlin, Germany

Media Design

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Design

MKTAG

MKTAG
Kinetic Installation / Technical Implementation
Olching, Germany

Design

Rogers Stirk Harbour + Partners

Rogers Stirk Harbour + Partners
London, United Kingdom

Architecture