The visit opens at the Brand Wall: a vertical field of 840 bottles where projection and light trace key episodes in The Macallan story, extended by the Jewel Box behind it, where a sliding touchscreen lets visitors call up details on individual bottles.

The Wood Story stages the journey from forest to cask in two circular rooms – an outer ring of kinetic oak slats with forest imagery and sound, and an inner Cooperage film showing Spanish craftsmen shaping staves in fire and smoke.

The Whisky Story concentrates everything at a circular blending table with real samples, where projections on walls and tabletop visualize warehouses, colours, and aromas as a new expression of The Macallan comes together.

The route moves from overview to close-up: first the full range and history at a glance, then specific bottles and stories, then the slow work of wood and maturation, and finally the act of composing a whisky as if beside the whisky maker, listening to his dialogue with the spirit while watching flavors, tones, and textures visualized around them.

Visitors feel the shift from landscape to workshop to studio – from forests and casks to the blender’s table – so that heritage, material, and craft become a clear, sensory chain rather than an abstract production process.

The Macallan needed a visitor experience that matched the ambition of its new distillery and the expectations of a global audience. The brief was to express a long, meticulous production process without resorting to technical overload or themed spectacle.

The installations had to respect the calm, sculpted architecture, highlight the importance of oak and maturation, and make the character of the whisky tangible for connoisseurs and first-time visitors alike.