Brand Experience · Case study
A New Way to Enjoy the Senses.
Rebel & Soul engaged MBD to help bring The Macallan Experience alive at Raffles Hotel: a multi-award-winning customer-acquisition campaign that used “Whisky Worthy Stories” to turn non-whisky drinkers into single-malt lovers.
Working to Rebel & Soul's vision, we helped realise the ultimate expression of The Macallan's remarkable single malt at one of Singapore's most famous icons. And to bring its kinetic centrepiece, ‘Distillation’, alive, MBD enlisted its partner FutureLabs, engineering an interactive sculpture of suspended copper that moves like whisky itself.
CNA Luxury: “Singapore's first immersive whisky experience opens at Raffles Hotel.”
The bar
Tasting room
Private screening room
‘Distillation’, in situ
Interactive tasting
The immersive roomTo bring the kinetic experience alive, MBD enlisted its partner FutureLabs to engineer ‘Distillation’: an interactive sculpture of suspended copper that moves like whisky in the glass. From concept and CAD, to rig, build and hand-finished copper, FutureLabs made it the beating heart of the experience.
Kinetic sculpture engineered and delivered by FutureLabs, MBD's partner on the build.
A multi-award-winning brand experience across APAC.
“The most collaborative, responsive agency I have ever worked with, with incredible attention to detail, teamwork and professionalism.”
Norah Tran, Senior Brand Manager, Edrington Group, on working with Rebel & Soul