The Macallan Debuts Gallery 12

The Macallan Gallery 12 recently launched in New York City, and will be traveling to Miami, Chicago, Houston, and San Francisco. The Macallan officially kicked off whisky season with the launch of its immersive AR art exhibit titled Gallery 12, which showcases the distinct characteristics behind both The Macallan Sherry Oak 12 Years Old and The Macallan Double Cask 12 Years Old.
Guests were invited to experience unique art installations within the mixed reality gallery using the power of Microsoft HoloLens. The Macallan is one of the first spirits brands to use this cutting edge technology which is the first self-contained holographic computer, enabling guests to engage with digital content and interact with holograms in the world around them.
“The Macallan is always at the forefront of innovation, tirelessly seeking the best ways to connect with our technologically-savvy audience,” said Raul Gonzalez, VP Marketing & Business Development at The Macallan. “As we have used virtual reality in the past, using AR in Gallery 12 was a natural next step in bringing the two stories of our core 12 Year Old expressions to life.”
As an extension of the Gallery 12 augmented reality exhibit, The Macallan created an AR app experience. meant to be used both at home and on shelf in bars and liquor stores.