Scotch Whisky Experience
- Edinburgh
- Permanent Environment
- Food & Beverage
Scotch Whisky Excellence
THE CHALLENGE
A Legacy Renewed
Ten years ago, Impact XM partnered with Scotch Whisky to create a unique visitor attraction in Edinburgh, Scotland. This first-of-its-kind experience aimed to tell the intricate story of how Scotch whisky is made, featuring barrel rides that delighted visitors. The success of this initial collaboration led the Scotch Whisky Experience to return to us, seeking a fresh, modernized version of the museum attraction. They envisioned an evolution of the original concept, utilizing contemporary technology to create a more immersive, walk-through adventure.
The main challenge for Impact XM this time was to promote the intricate process of making Scotch whisky while ensuring the Scotch Whisky Experience remained as captivating as the liquor it celebrates. A key aspect of the renewed experience was to showcase why Scotland is so unique in its whisky production. This meant highlighting the geography and geology of the landscape, which plays a crucial role in influencing the distinct flavors of Scotch whisky.
The task was to narrate a complex story that encapsulated Scotland’s beautiful landscape, the unique flavors of the whisky, and the poetic spirit of whisky-making. Impact XM needed to bring this multifaceted tale to life, organizing the physical space and crafting a narrative that was both engaging and comprehensible. Through innovative design and storytelling, the goal was to ensure that every participant—Scotch connoisseur or not—could fully grasp and appreciate the rich heritage and craftsmanship behind Scotland’s beloved booze.
THE SOLUTION
Unveiling the Spirit
Impact XM partnered with Hatto + Partners and Creative Technology to revolutionize this museum experience through cutting-edge storytelling and audiovisual innovations. To truly appreciate the taste of Scotch whisky, visitors needed a deep understanding of its production process. The aim was to bring the distillation journey to life in an unprecedented way.
The experience was divided into three immersive stages. First, the concept drew inspiration from the Scottish climate and landscape, the sources of water and barley, immersing visitors in an informative and sensorial experience using projection mapping and atmospheric AV elements. This initial stage transported visitors across the dramatic Scottish landscape, where they learned how geography and weather combine to shape the unique flavor of single malt whisky.
Visitors were then immersed in the art of the whisky making process. This story was told in a unique and dynamic manner utilizing a combination of both cutting edge kinetic technology and traditional interpretive methods; all designed to surprise and delight the audience. The journey culminated in uncovering the fiery secrets of distillation, creating a truly three-dimensional experience.
Having discovered the ‘spirit of whisky,’ visitors were then guided to a final tasting experience, exploring one of the world’s largest collections of Scotch whisky. Impact XM worked on the entire experience layout, design, and the big conceptual ideas. They developed the storyboard for the video content and the AV elements, collaborating with partners to create the animations, lighting, and programming.
By integrating advanced technology into the experience, Impact XM ensured greater longevity and reduced potential damage, making this innovative museum exhibit both enduring and impactful.
THE IMPACT
Impact XM successfully orchestrated the entire experience, encompassing education, a restaurant facelift, and an impressive whisky bottle display room. Today, the Scotch Whisky Experience stands tall as a 5-star Scottish Tourist Board Attraction, boasting a prestigious collection of awards, including “Scotland’s Best Visitor Attraction.”
