For those who enjoy the finer things in life, premium Scottish distillery The Macallan is bringing an augmented reality art gallery, viewable through the high-priced Microsoft HoloLens, to select cities in celebration of whisky season.
The Gallery 12 hosts interactive art pieces about The Macallan’s two varieties of 12 Year Old whiskies. (Yes, the celebration of whisky season is limited to their whiskies; they aren’t running a charity there.) Through the HoloLens, visitors are able to interact with holograms and view content in mixed reality, including virtual visits to American and European forests where oak is harvested to make casks for aging whisky, and a tutorial on how the whiskies get their color and flavor.
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Images via The Macallan
The Gallery 12 debuted in New York City last week and will continue onward to Miami, Chicago, Houston, and San Francisco later this fall.
The Macallan is always at the forefront of innovation, tirelessly seeking the best ways to connect with our technologically-savvy audience. 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. It’s an innovative and fun way to have drinkers learn about and enjoy both 12 Year Old whiskies.
— Raul Gonzalez, VP marketing and business development, The Macallan
The Macallan is leaning on exclusivity with this experience, a common practice for luxury branding. The gallery will only appear in five cities, and it employs a device in the HoloLens that is similarly priced into premium territory.
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Source: Next Reality