The Macallan 1824 Range Holographic POS Display

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After meeting with Directors at Edrington and working closely with their Marketting department, I illustrated a few ideas for ways to approach an animation for them that would be used with a holographic display. The ideas considered brand values as well as ways of embracing any technical limitations of the hardware.

When the build began, I guided the animation to embrace the traditional techniques used in the production of The Macallan avoiding ‘industrial’ ideas that would of compromised the brand values. The animation needed to depicted the 6 pillars, the core values that make The Macallan so unique. We utilised the area surrounding the outside of the decanter for eye catching effects, giving life to the growth of crops, firing of the casks, and The Macallan’s unique distilation process. The width of the Limited Release MMXII decanter with it’s dark amber single malt also served as the perfect projection backdrop to blend titles, images and video.

I designed a custom plinth that raised up the decanter ~6mm millimeters from the base of the unit in much the same way that sculputes and similar works of art are raised slighty from the ground on plinths or pedistals. This gave us a larger hologram projection area to work with on the decanter and also created interesting refractions of light through the base of the bottle on the the surface of the unit.

After a sucessful trial deployment at Schipol airport, Amsterdam, I also prepared additonal units to be rolled out totaling 23 locations globally with installations in USA, Canada, Taiwan, Singapore, Malaysia, India, Hong Kong, China, Korea, Russia, Dubai and of course the UK.