{"id":53114,"date":"2021-06-29T15:56:23","date_gmt":"2021-06-29T14:56:23","guid":{"rendered":"https:\/\/www.dutyfreehunter.com\/blog\/?p=53114"},"modified":"2021-06-29T15:56:23","modified_gmt":"2021-06-29T14:56:23","slug":"the-macallan-launches-global-duty-free-exclusive-concept-no-3","status":"publish","type":"post","link":"https:\/\/www.dutyfreehunter.com\/blog\/the-macallan-launches-global-duty-free-exclusive-concept-no-3\/","title":{"rendered":"The Macallan launches global duty-free exclusive Concept No. 3"},"content":{"rendered":"

The Macallan has unveiled Concept No. 3, a collaboration with visionary graphic designer David Carson that brings together the worlds of whisky and the visual arts.<\/p>\n

A global travel retail exclusive, Concept No. 3 will be available from July 2021 at The Macallan Boutiques in selected international airports and duty free stores on Hainan Island, before being introduced more widely to global travel retail hubs from August 2021.<\/strong><\/p>\n

The product launch will be supported by imaginative social and digital media activities, which aim to engage global consumers before they travel, followed by eye-catching in-store activations.<\/p>\n

Concept No. 3 is the latest release in The Macallan Concept Series, a limited collection of annual release whiskies which fuse the artistry and expertise behind The Macallan\u2019s whisky-making with creativity and culture.<\/p>\n

Edrington Regional Managing Director Global Travel Retail Jeremy Speirs said: \u201cThe Macallan Concept series has resonated strongly with global shoppers looking for something different and collectible in the single malt category. We\u2019re delighted to introduce the third and final release in this travel retail exclusive series, partnering with David Carson to deliver a truly standout launch which builds on The Macallan\u2019s reputation in travel retail for excitement and flair.\u201d<\/p>\n

\"\"

\"\"

For the third and final expression in the series, The Macallan turned to acclaimed US graphic designer David Carson. Born in Texas, 1954, David, who is also a professional surfer, began his creative career as a magazine designer. In the 1990s he became art director of the magazine Ray Gun, where his experimental page layouts featuring pioneering use of typography revolutionised the field of graphic design.<\/p>\n

His work has been displayed in dedicated shows across the world and he is a recipient of the AIGA, which is renowned as the design profession\u2019s highest accolade. Since establishing his own studio, he has created campaigns for some of the world\u2019s leading consumer brands including Nike, Levi, Pepsi and Ray Ban and he was among only two graphic designers selected by Apple as part of its iconic \u201830 most innovative users\u2019 list.<\/p>\n

Concept No. 3 is the latest project in a wider collaboration between The Macallan and David Carson, who produced a festive campaign for the brand last year.<\/p>\n

To bring his unique perspective to the design of Concept No. 3, David visited The Macallan\u2019s 485-acre estate in Scotland\u2019s Speyside where he spent time with The Macallan Whisky Maker Polly Logan.<\/p>\n

They discovered that a remarkable number of similarities define their approach to their respective crafts. Both are driven to revisit and evolve their work, creating greater depth by ensuring every element in their creations has a distinct purpose.<\/p>\n

As a result, his unique, handmade collage designs for Concept No. 3 feature some very special touches to celebrate their shared outlook and methodology – including the incorporation of the letter P for Polly. Many of the colours used are also those found at The Macallan Estate on Scotland\u2019s Speyside, with blue representing the River Spey and red reflecting The Macallan\u2019s sherry-seasoned oak casks.<\/p>\n

Polly, in turn, has drawn influence from David\u2019s character and career when crafting Concept No. 3, to create an unusually fresh whisky, with a distinctive warm, golden hue that pays tribute to the graphic designer\u2019s years on the USA\u2019s West Coast.<\/p>\n

\"\"