Together with Changi Airport Group and Lotte Duty Free Singapore, The Macallan has celebrated the launch of its new travel exclusive collection with an exclusive pop-up showcase at Singapore’s Changi Airport, Terminal 3 Departure Hall. At the pop-up, which is running from 1 September to 18 October 2023, travellers can immerse themselves in The Macallan brand story and learn more about the Colour Collection.
The Macallan Colour Collection is a new range of five exceptional age statement whiskies celebrating the brand’s commitment to natural colour and reflecting the influence of sherry seasoning. From the gold oak of the Colour Collection 12 Years Old to the burnished chestnut of the Colour Collection 30 Years Old, the range spans the radiant tones of the whisky spectrum, to showcase the exquisite natural tones derived from maturation in The Macallan’s exceptional sherry seasoned oak casks.
The dedicated pop-up for The Macallan Colour Collection at Changi Airport invites travellers to discover the new range through a number of design features and touchpoints that bring to life the story behind the launch and the collaboration with visionary US graphic designer David Carson. The design of the pop-up draws heavily on The Macallan’s refreshed visual identity, showcased for the first time in The Macallan Colour Collection, while also showcasing the works of art specially created by David Carson who took inspiration from Jerez, a singular land of historic vineyards and fine wines where The Macallan’s sherry seasoned oak casks are crafted.
Shopper engagement is a key part of the pop-up journey, with an interactive augmented reality (AR) experience enabling guests to discover more about The Macallan Colour Collection. By scanning a QR code in-store, travellers can learn the key messages of the collection and discover the different whisky notes for each age statement. Additionally, a profiling tool called ‘Discover Your Expression’ – accessible in-store or via mobile devices – is available to help shoppers easily find their preferred expression.
Travellers can indulge in guided tastings and participate in a customised gifting ritual that elevates the overall experience at the point of purchase.
Other dedicated pop-ups for The Macallan Colour Collection will be running at airports in five key cities globally – Los Angeles, New York, Shanghai, Beijing and Sanya. Additionally, a series of immersive art exhibitions celebrating The Macallan’s exclusive partnership with David Carson are taking place in London, Dubai, Shanghai, Los Angeles and Singapore, allowing The Macallan community to be immersed in David’s creativity and experience the elements that inspired the Colour Collection.