Case Study:

Holographic Point of Sale Display for The Macallan


quick facts

  • Who: The Edrington Group for The Macallan Whisky
  • What: 3D Holographic Point-of-Sale Display
  • Where: Installed at over 20 locations worldwide
  • Tech: RealFiction Dreamoc3D holographic-style display

The Brief

To help Macallan, one of the world’s leading single malt whisky brands, launch a unique 3D holographic point of sale campaign promoting its exclusive travel retail range – The Macallan 1824 Collection.

  • holographic display macallen


INITION worked with brand owners The Edrington Group to produce the innovative 3D campaign for use by Maxxium Travel Retail, the European marketing and distribution company. The creative tells the story of the whisky from its heritage in the Scottish Highlands to the unique Macallan distillation process. The campaign features the product itself with 3D animations appearing in and around The Macallan 1824 limited release decanter.

Inition’s 3D artists created the content, a blend of CGI and live-action, with three different perspectives providing a unique view from each side of the display. Each stage of the distillery process is visualised from barley fields to quality oak casts, to highlight the processes that contribute to the colour, aroma and flavour of The Macallan, as the tagline states “All our experience distilled into one special collection.”


The unique point of sale displays can be seen at over 20 locations around the world, with five in America, over a dozen in Asia and the rest across Europe.

Mariska van Beukering, European Marketing Manager at Maxxium Travel Retail commented: “We are always looking to reach consumers in new and interesting ways and this holographic display certainly delivers a novel and captivating point of sale display.”

“This innovative holographic promotion really delivers the wow factor at the critical point of sale. The visual impact of the holographic imagery succeeded in grabbing the attention of shoppers and allowed us to tell the story of The Macallan in a unique and engaging way.” Patricia Lee, Marketing Assistant at The Edrington Group

Are you looking for the ultimate and unique cost effective point of sale display for your business?  

The RealFiction Dreamoc system is available from INITION.  For sales enquiries call +44 (0)20 7377 2949 and ask to speak with Technology Consultant, Allan Rankin. 

Or, alternatively, get in contact to arrange a tour of our London Demo Studio to see our entire range of available extraordinary technologies.