Designed by Neuroexperience agency, Rebel & Sound and AV specialist, AV Intelligence it's something of the ultimate brand experience. Guests who are lucky enough to attend this amazing cinema located in the Arcade of the Raffles Hotel Singapore will get a sensory insight into the world of The Macallan brand that is state-of-the-art.

Called The Macallan Experience, the venue will wrap guests in an immersive multi-channel surround system augmented by visuals provided by a massive Stewart Projection screen and get this, scent via an electronics multi fragrance machine.

This audio-visual moveable feast takes you on a journey replete with sights, sound and scents from the making of the casks in Southern Spain to a showcase The Macallan's rare whiskey collection culled from its archives.

Macallan stories are unveiled by an interactive art display designed by the award-winning, creative technology agency, FutureLabs.

The highlight of the Macallan Experience is likely to be the venue's dedicated whiskey lounge where attendees can taste the brand's finest range of single malts and curated cocktails.

Singapore's AV Intelligence, the inspiration behind the event's audio-visual system, turned to Australian speaker brand Krix to provide seven of its Megaphonix speakers, two Volcanix subwoofers and four Krix Phonix in-ceiling speakers, in a 7.2.4 configuration.

Power was provided by Denon's AVR-X6700 AV receiver, while the visuals were handled by a JVC N7 projector. Savant provided the automation setup and Stewart the giant screen.

StereoNET Asia's Eugene Ng attended the venue and was full of praise for the way Macallan created a novel multi-sensorial, cinematic tasting experience for its customers. He rated the 6D sensory cinema as close to perfection, pointing out the entire experience was comfortable with sound and visuals in the top rank.

Attention to detail was exacting and even extended to each guest's cup holder that illuminated at the exact time whiskey tasting commenced.

Andy Kennard, CEO of AV Intelligence, told StereoNET he was excited to partner with a top-tier single brand specialist, The Macallan, throughout the projected 4-month experience at The Raffles. He said:

This is an innovative, sophisticated and luxurious project and The Macallan needed a partner who could design and build an ultra-high-quality solution for this event. Our role was to design and construct a “better than cinema” experience in a converted shop in the Raffles hotel courtyard.

The private cinema needed to incorporate sensory features including fragrance dispersion, lighting effects, Dolby Atmos surround sound and infrasound, as well as automating all the sensory features for easy, one-touch control.

The system also needed to be easy to pack up and transport as it will move on to new countries once the Singapore Macallan Experience comes to an end.

The Macallan at Raffles Hotel Singapore opened on 26th October 2020. The Macallan experience featuring the Sensory Cinema opens for a limited time from 26th October to 10th February 2021.

For more information visit The Macallan Experience