BRAND ACTIVATION
The Macallan Distillery Experience
A 15-foot 360° projection cube that put guests inside The Macallan’s Speyside distillery — built once, deployed across five cities for the brand’s 200th anniversary. Pixel Rain designed the cube, built the interactive software and playback hardware, and shipped full ready-to-deploy kits to every market.
The Macallan opened a new distillery in Speyside, Scotland for the brand’s 200th anniversary. Most fans couldn’t travel there — so the brief was to bring the distillery to them, in cities around the world, at brand-grade quality and on a global schedule.
What we built
A 15×15×15-foot cube with 360° projection across every interior wall, built as a full sensory experience: leap-motion gesture controls, plus wind and scent diffusion synced to the footage — what the campaign called the first interactive 4D group virtual-reality experience. The distillery itself was captured in 360° with drone footage and remote-controlled robotic cameras. We engineered the whole experience to be replicable, so the same brand-grade activation could be deployed in any market.
Where it traveled
Pixel Rain self-activated the two New York City installations directly — a private premiere at a Bent location in Brooklyn, then a public residency in Grand Central’s Vanderbilt Hall (with 3,500+ guests). Each NY install was a different iteration of the cube. For Denver, Mexico City, Shanghai, and Seoul, Pixel Rain shipped full ready-to-deploy kits — interactive software, playback hardware, racks, the lot — engineered so the activation could adapt to each market without a rebuild.
By the numbers
15 FT
CUBE
5
CITIES
3,500+
GRAND CENTRAL GUESTS
Partners
The Macallan · client (200th anniversary global campaign).
M Booth · agency of record.
Pixel Rain Digital · production partner — cube design, interactive software, hardware/rack kits, global rollout.
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