Markets Category: KR+D

The Macallan Experience

to engage

To physically immerse visitors into the story behind The Macallan’s dram, The Macallan Experience employed a whiskey bar, lounge area, retail space, private dining room, and a Sensory Cinema.


to inspire


While duty-free experiences are curtailed by air travel restrictions, the concept inspires local tourism to immerse in the dynamic exploration of the brand.
Additionally, thoughtful execution was necessary to ensure the conservation of Raffles Hotel, fusing tradition-rich space with elegant experience. The concept birthed for the experience encouraged a seamless flow; from the beginning through a tunnel of casks down to a final cinematic piece to complete the journey.

key services

spatial design and build

ideation & concept design

project management

related news

The Macallan Experience at Raffles Hotel was opened from 26st October 2020 to 10th February 2021. Created in partnership with Rebel & Soul and FUTURELABS. The project has won several Gold category creative awards at the Marketing Interactives 2021 MARKies.
As seen on CNA Luxury and Marketing Interactive.

First whiskey experience in iconic local heritage site designed to inspire

Finding innovative ways to engage our taste buds, we presented fans of one of the best-loved Scotch whiskies: The Macallan Whiskey E, an elegant experience as they embark on a thoughtful journey of the Scottish imagination behind whiskey-making.  

Visitors could journey through rooms dedicated to unfolding flavors and processes that make the Scottish single-malt whisky brand so iconic. While duty-free experiences are curtailed by air travel restrictions, the concept inspires local tourism to immerse in the dynamic exploration of the brand. Book a reservation for the four-month long exhibition here. 

Check out the iconic experiential space here: 

https://www.themacallan.com/en-sg/the-macallan-experience/locations/singapore

Kingsmen x Ideactio share about ‘Making Future Memories’ Webinar

We tuned in to our online talk inspiring the possibilities of revisiting memories straddling old, new, positive and negative with Ideactio’s design team.  

Sharing about creating remarkable and positive impact in content through keeping in touch with memories that we hold on to or hope to create. At the common core of our design businesses lies at the heart of what our clients and visitors hope to encounter, we put that into service for the ‘phygital’ world.