The Macallan
Where Legacy Begins
A window to our world.
Insight
Inspiring passion.
Nestled in the heart of Speyside, The Macallan symbolises Scottish whisky heritage. In its 200th year, the brand embraced a pivotal moment: honouring its storied past and elevating its legacy for future generations. The challenge was clear: create a digital experience that reflects The Macallan’s rich history and forges deeper connections with a new generation.
Idea
A window to Macallan’s spiritual home.
On TheMacallan.com, AKQA crafted an experience that mirrors the grandeur of The Macallan Estate. Every detail is designed to honour the brand’s heritage while inviting visitors into a modern, immersive world that extends the legacy beyond the bottle. The experience centers on putting people at the heart of the story. By weaving The Macallan’s history through enriched design, the website connects audiences worldwide and deepens their appreciation of timeless craftsmanship.
Acorn to glass.
The expansion of The Macallan’s digital ecosystem included developing a cohesive design system, ensuring consistency across every interaction. Built on the visual identity crafted by renowned designer David Carson, this new system encapsulates The Macallan’s legacy and translates it into a digital framework that serves as the foundation for the brand’s next chapter.
Uncompromised excellence.
Driven by tools like Figma and Storybook, the design system reflects The Macallan’s balance of heritage with innovation. Each element was refined through motion studies and interactive prototypes, ensuring an engaging and authentic experience across every touchpoint. The new digital ecosystem seamlessly integrates The Macallan’s heritage with modernity, offering an immersive experience that deepens the audience’s connection to the brand. This digital transformation honours The Macallan’s legacy and sets the stage for its influence over the next 200 years.
Impact
Beyond the horizon.
The TIME : SPACE Mastery page forged a strong connection with audiences, as visitors spent an average of more than double the time recorded in previous campaigns on the page. Meanwhile, the landing page captured a significant share of overall traffic, delivering robust conversion signals and sustained audience interest. Additionally, related keywords experienced a 70% week-on-week increase in search impressions.
