Global Roll-out of Macallan ‘Holographic’ Point of Sale Displays


In 2011 Inition was approached by Macallan, one of the world’s leading malt whiskey brands, to help them launch a unique 3D holographic point of sale campaign to promote its exclusive travel retail range – The Macallan 1824 Collection.

Inition are delighted that as a result of the success of these holographic POS displays, Macallan asked us to produce another 21 displays to help drive sales globally. The new custom units have been placed all over the world, with five being sent to America, over a dozen to Asia and the remainder across Europe.

  • In-Store Holographic Campaign for The Macallan | INITION Technology point of sale campaign

The holographic POS displays feature the product itself, with 3D animations appearing in and around the Macallan decanter.

Inition’s 3D artists created the content, a blend of CGI and live-action, with 3 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, promoting the campaign’s tagline: “All our experience distilled into one special collection.”

The Macallan In-Store 'Holographic' Campaign from INITION on Vimeo.