The Macallan gets a taste for 3D in airport promotion

A high-end spirits brand is using 3D digital out-of-home to cut through the intense visual clutter at one of Europe’s busiest airports.

The 3D holographic promotion for The Macallan whisky, owned by The Edrington Group, is running at Schiphol airport in Amsterdam and at the visitor centre of the whisky distillery in Scotland.

CGI animations tell the story of the whisky from its origins to today’s distillation process, shown on a display from Dreamoc.

Said Stuart Cupit, co-founder of the 3D specialist Inition, which produced the content: “It is really great to see adventurous brands starting to use and explore 3D and holographic display technology.

“The Dreamoc kiosk is a great fit for The Macallan brand, allowing them to showcase their single malt whisky and convey its rich heritage through the holographic imagery.”