The Macallan has capped off a landmark year in travel retail with the second wave of animations for its TIME : SPACE Collection, a tribute to the brand’s 200-year legacy.
As reported, the collection’s initial roll-out was supported by a global programme of experiential pop-ups and Out of Home (OOH) advertising campaigns.
The limited-edition TIME : SPACE Collection is a representation of the spirit of discovery and innovation that has defined The Macallan for two centuries.
As part of the second wave of activations, bespoke pop-up experiences have been unveiled at major international airports, complemented by striking OOH campaigns designed to engage millions of travellers.
The latest animations include a 40sq m space at Singapore Changi Airport and The Macallan’s first-ever pop-up at Hamad International Airport in Doha.
Additional locations were opened at Guangzhou International, Los Angeles International (LAX), London Heathrow, Paris Charles De Gaulle, Shanghai Pudong and New York John F. Kennedy airports.
The design of these spaces reflects the bold modernist red aesthetic of The Macallan’s TIME : SPACE Collection.
Shopper engagement is at the heart of the TIME : SPACE campaign. Noteworthy features include a virtual-reality experience that immerses travellers in The Macallan’s whisky-making heritage and craftsmanship; a ‘Discover Your Expression’ digital tool which connects visitors to their ideal whisky based on their flavour profiles and preferences; as well as personalised gifting services.
Travellers can choose from a range of elegant gift-wrapping options, including a 200th-anniversary-edition dustbag, with the purchase of premium editions such as The Macallan Colour Collection 21 Year Old, 30 Year Old and TIME : SPACE Mastery.
To extend the campaign’s reach, The Macallan has deployed high-visibility OOH advertising across six strategic airport locations, including Singapore Changi, London Heathrow, Hong Kong International, Dubai International, LAX and Shanghai Pudong.
Running from October to January, the activations are projected to reach an audience of 35 million travellers.
Featuring bold and striking creative assets, the OOH campaign brings the brand’s anniversary celebrations to life, ensuring it is top-of-mind among The Macallan’s international customer base.
The travel retail spotlight of the TIME : SPACE Collection is the culmination of a year of high-profile events that have celebrated the brand’s storied history and future vision.
The Macallan kickstarted its anniversary year with a headline collaboration with Cirque du Soleil in May, which brought the dazzling sensory experience SPIRIT to the grounds of The Macallan Estate.
It followed with the extensive global roll-out of The Macallan Colour Collection, one of its most significant launches in travel retail to date, before unveiling the latest releases in the Harmony Collection.
These include the Harmony Vibrant Oak and the travel-exclusive Harmony Guardian Oak, developed as part of the Cirque du Soleil collaboration. Harmony Guardian Oak will debut in global travel retail in January, supported by bespoke activations at select international airports.
At the end of 2024, The Macallan will release the third instalment from the A Night on Earth Collection, a limited-edition series crafted as ‘the ultimate festive gift for travellers’.
Edrington Global Travel Retail Regional Managing Director Jeremy Speirs commented: “In a landmark year for The Macallan, we’ve executed an incredibly varied and far-reaching programme of innovation and activations to bring this celebration to life.
“Whether it has been through high-profile collaborations, with our Cirque du Soleil partnership being a highlight, leveraging the continued rollout of the Colour Collection to communicate our anniversary, or through impactful product launches such as The Macallan TIME : SPACE Collection, 2024 has seen us deliver excitement and engagement on a global scale.
“We’re privileged to be custodians of a brand with such a rich heritage and to collaborate with retail and airport partners that share our ambition for bringing The Macallan story to life.”
TIME : SPACE Collection – A testament to whisky mastery
The collection comprises two rare releases, including TIME : SPACE – a dual-chamber vessel that includes the oldest whisky released by The Macallan at 84 years old, as well as a second single malt which is the first released from the brand’s new distillery (2018). It is available to purchase exclusively by invitation from The Macallan in global travel retail and exclusively at The Macallan boutiques.
The second release, TIME : SPACE Mastery (RRP SGD1,850/US$1,400), is a special single malt drawing inspiration from past whisky masters and crafted from 14 cask types, creating a layered complexity of aroma, texture and flavour.
The expressions reflect The Macallan’s commitment to craftsmanship and creativity, emphasising a strong connection to nature. Both releases symbolise nature’s role in protecting the future while merging the past with what lies ahead in a time-travel concept. ✈
