By Minda Smiley, Reporter

December 21, 2015 | 1 min read

Bourbon brand Jim Beam has turned a barrel rackhouse at its flagship distillery in Kentucky into a nine-story 3D screen for the holidays where it is airing a short film for visitors to enjoy.

The ‘visual installation’ is part of Jim Beam’s ‘Light Up the Holidays’ campaign and marks the first time the brand is using projection mapping technology.

Created in partnership with WPP’s Geometry Global and Pearl Media – which both bill themselves as experiential marketing agencies – the Beam Suntory brand used digital projection imagery, 3D animation and special effects to transform the walls of its 24,000-barrel rackhouse into what it is calling a holiday light show (see film above).

Gigi DaDan, senior director of Jim Beam, said: "The combination of music and technology together with the rich history and heritage of our brand allows our fans to experience the Jim Beam legacy in a whole new way.”

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