Macallan is celebrating its new facility in Scotland by allowing New York commuters to visit via a fully-immersive 4D VR experience

In an effort to make its new Speyside, Scotland distillery more accessible, legendary scotchmaker Macallan created a 4D virtual reality experience that made its debut in New York’s Grand Central Station on July 25.

Visitors to the VR activation don headsets within a fully-immersive 15x15x15 projection cube that allows for multiple guests to take the tour simultaneously. In addition to the visual component, the experience includes wind and scent elements, as well as an in-person guide. Using leap-motion technology, visitors are even able to customize their tour by indicating what parts of the distillery they’d like to explore.

Macallan’s Brand Director Samantha Leotta explained, “This journey was created so participants can be virtually transported to Speyside and experience the sights, sounds and scents of our new home.” The installation allows Macallan to promote its new £140 million distillery, as well its new Edition No. 4 whiskey, and joins the growing trend around VR and AR promotions. The virtual tour runs through July 27, which happens to be National Scotch Day.

Macallan

In an effort to make its new Speyside, Scotland distillery more accessible, legendary scotchmaker Macallan created a 4D virtual reality experience that made its debut in New York’s Grand Central Station on July 25.

Visitors to the VR activation don headsets within a fully-immersive 15x15x15 projection cube that allows for multiple guests to take the tour simultaneously. In addition to the visual component, the experience includes wind and scent elements, as well as an in-person guide. Using leap-motion technology, visitors are even able to customize their tour by indicating what parts of the distillery they’d like to explore.