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 software, and rolled it out globally. Custom interactive cube installation built to tour — eight global cities, no rebuild between stops.
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). For Denver, Mexico City, Shanghai, and Seoul, Pixel Rain shipped cube units and supported on-site activation. The cube was engineered to be modular and replicable — that’s what made the global rollout possible at the same quality bar.
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, software, global rollout.
Related work
