The Macallan Concept No.3 brought to life in compelling digital activation – The Moodie Davitt Report

The Macallan has unveiled an unusual and engaging digital activation to support the launch of Concept No.3 – the final release in the travel retail exclusive Concept Series. As reported, Concept No.3, is a collaboration with renowned American graphic designer David Carson.

The activation (click here to access) offers an original way for consumers to connect with the brand as international travel picks up. It comprises three principal elements that each offer a different insight into the world of Concept No.3 and the inspiration behind the whisky.

Fashioned as a 3D Linear Gallery, the virtual experience is inspired by Concept No.3’s vibrant creative expression in physical retail spaces. On arrival at the ‘Hall of Fame’ style gallery, consumers are encouraged to discover David Carson’s inspiration and motivation for working with The Macallan.

Advancing through the Linear Gallery, consumers can dive deeper into the three core pillars of Concept No.3 – Place, Mastery and Taste – via short videos relating to the stories about The Macallan Estate, the collaboration with David Carson and influences for creating the whisky.

Further into the Linear Gallery, a placard invites visitors to test the Create Your Own app. The virtual walk-through culminates in a tasting experience with Whisky Maker Polly Logan and the opportunity to purchase a bottle of Concept No.3 via click & collect.

Create Your Own is a first-of-a-kind application that invites consumers to ‘unleash their inner artist’ to create bespoke artwork with graphic elements inspired by the work of David Carson.

Users can experiment with colours, textures, shapes, icons and bottles before signing their creations and sharing them on social media or on the specially designed virtual gallery wall.

By housing all the artwork that has been created via the app, the virtual gallery wall provides a source of inspiration for budding Concept No.3 artists.