KR+D, Retail Interiors, Thematic & Attractions l 2020
The Macallan Experience
Finding innovative ways to engage our taste buds, we presented fans of one of the best-loved Scotch whiskies: The Macallan, an elegant experience as they embark on a thoughtful journey of the Scottish imagination behind whiskey-making.
To physically immerse visitors into the story behing The Macallan’s dram, The Macallan Experience employed a whisket bar, lounge area, retail space, private dining room, and a Sensory Cinema.
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.