SINGAPORE. Edrington Global Travel Retail has partnered with Lotte Duty Free and Changi Airport Group to celebrate The Macallan Colour Collection with an exclusive pop-up showcase in Changi Airport Terminal 3.
The vibrant animation is running from 1 September to 18 October, immersing travellers into the world of The Colour Collection, The Macallan’s latest travel retail-exclusive range.
The Macallan Colour Collection is made up of five age-statement single malt Scotch whiskies. The range spans all the colours of the whisky spectrum, showcasing the natural hues derived from maturation. It begins with the golden oak-toned 12 Year Old, 15 Year Old, 18 Year Old and 21 Year Old, all the way to the burnished chestnut of the 30 Year Old.
The Colour Collection features a new visual identity inspired by the distillery’s heritage and its spiritual home, The Macallan Estate. The designs were created by long-time The Macallan collaborator American illustrator/graphic artist David Carson and underline the brand’s connection to nature. Carson took inspiration from Jerez, where The Macallan’s sherry-seasoned oak casks are made.
The Changi Airport pop-up invites travellers to discover the range through immersive retailtainment touchpoints that bring the collection and collaboration with Carson to life. The pop-up’s design draws heavily from The Macallan’s refreshed visual identity, while showcasing the works of art created by Carson.
An interactive augmented-reality experience can be accessed by scanning a QR code in-store. The experience educates travellers on the key messages of the collection and highlights the different whisky notes for each age statement.
The ‘Discover Your Expression’ profiling tool is another standout element. It is accessible in-store or via mobile devices and helps shoppers discover their preferred whisky expression based on their individual preferences. The pop-up also offers guided tastings and bespoke gifting services.
Lotte Duty Free Singapore Managing Director Jeff Jeong commented: “Our well-established partnership with The Macallan has allowed us to bring the best brand experiences and launches to our consumers, and we are thrilled to introduce them to The Macallan Colour Collection. We believe our consumers will be captivated by the brand storytelling within the pop-up space as they discover more about the collection before embarking on their travels.”
“We proudly raise our glasses to welcome the launch of the travel retail-exclusive The Macallan Colour Collection in Changi Airport,” added Changi Airport Group Managing Director of Airside Concessions Teo Chew Hoon.
“In perfect harmony with Changi Airport’s aim of creating memorable experiences for our passengers, The Macallan’s first-in-Southeast Asia interactive outpost in Changi Airport tells the unique tale of The Macallan’s journey and allows our passengers to savour the essence of its craftsmanship.”
Deepening in colour with age, the range showcases the natural tones derived from maturation in The Macallan’s sherry-seasoned oak casks from Jerez de la Frontera, Spain.
The Colour Collection is crafted from predominantly sherry/American oak casks, which include a subtle touch of European oak.
Edrington Global Travel Retail Regional Managing Director Jeremy Speirs added: “The Macallan Colour Collection is a bold exploration of our commitment to natural colour and the importance of sherry-seasoned casks, with a unique story that will fuel compelling storytelling and engagement.
“In partnership with Changi Airport Group and Lotte Duty Free, we are bringing this story to life through an impactful pop-up concept that has all the hallmarks of The Macallan’s creativity and flair.
“The quality of experience on offer lays down a strong marker for the level of execution we are committed to delivering around the world as we bring this stunning new collection to life for global shoppers.”
The Macallan Colour Collection is launching across key airports and selected duty free locations around the world including Los Angeles, New York, Shanghai, Beijing and Sanya. Additionally, a series of immersive art exhibitions showcasing The Macallan’s exclusive partnership with David Carson are taking place in London, Dubai, Shanghai, Los Angeles and Singapore.
As reported, The Moodie Davitt Report was on location for the debut of the London exhibition in the Embankment Galleries in Somerset House. ✈
