Engagement marketing specialist, Genie, has delivered a week of celebratory events for the launch of whisky-maker The Macallan’s new distillery.

The programme started on 21 May, with the finale for the 450 international guests, Macallan connoisseurs, press and key influencers taking place 25 May.

The event included a five-course menu from the three-star Michelin Roca Brothers served in an ‘enchanted forest’, while the celebration of the brand’s legacy at Easter Elchies House featured a 3D projection mapping experience.

The show has attempted to tell the story of The Macallan by incorporating mapping techniques and audio composition.

The evening show includes a dramatic unveiling of the distillery with futuristic projection on the vast building, which had previously been shrouded in darkness.

Genie MD Sarah Cohen says: “The challenge with this event was not only to create a bespoke experience that reflected The Macallan brand but we also wanted to bring the distillery to life and captivate the audience. By using creative design and engaging technology, we were able to create the illusion of magically revealing the impressive building.

“Our aim was to produce and deliver an enthralling experience from the ground up, transforming the 390-acre estate into fully functional event venue. Each element of the experience was carefully crafted and supported with effective customised logistics creating a sensorial journey for all the guests.”