The Macallan Harmony Collection’s Green Meadow pops-up at Singapore Changi Airport
Inspired by Nature: The Macallan Harmony Collection Green Meadow pop-up at Singapore Changi Airport
Edrington has teamed up with Changi Airport Group and Lotte Duty Free to launch the third travel exclusive edition in The Macallan Harmony Collection Green Meadow, with a vibrant pop-up at Singapore Changi Airport.
The Terminal 1 Departure Hall space is open from March 1 to April 10, 2024.
The third release in The Harmony Collection was created in collaboration with Stella and Mary McCartney. Along with its domestic counterpart, Amber Meadow, the expression take inspiration from the sisters’ love of Scotland which stems from their memories in the Scottish countryside.
Visitors to the immersive, interactive pop-up can look forward to a tasting of the limited-edition whisky and can personalize their bottle at an exclusive gift-wrapping station. The pop-up also features interactive elements that allow visitors to learn more about Stella and Mary’s memories of Scotland and a scenting tray that ‘transports’ travellers back to the Scottish meadows.
A global travel exclusive: The Macallan Harmony Collection Green Meadow
According to The Macallan, its Harmony Collection Green Meadow marks the brand’s deep connection with the land, and Stella and Mary’s love for the lush green landscape of Scotland. The Macallan Whisky Mastery Team took inspiration from natural Scottish grasslands to create this distinctive, single malt whisky aged in both sherry seasoned oak and bourbon casks, which is strongly reminiscent of wild meadows, with a vibrant, primrose scented finish.
The Harmony Collection Green Meadow also has distinctive packaging. Both the presentation box and bottle labels are made using discarded meadow cuttings, embracing the re-use of natural materials to create beauty from resources at the end of their lives. Each side of the presentation box includes a photograph of The Macallan Estate, captured by Mary McCartney and selected by Stella McCartney to feature on the packaging.
Jeremy Speirs, Edrington Regional Managing Director – Global Travel Retail, commented, “In partnership with Lotte Duty Free and Changi Airport Group, we’re excited to bring to life the concept behind The Macallan Harmony Collection Green Meadow with this vibrant and immersive pop-up space. We look forward to introducing the latest travel exclusive release in The Macallan Harmony Collection to even more consumers across Asia and beyond in The Macallan’s 200th anniversary year.”
Chandra Mahtani, Head of Airside Concessions, Changi Airport Group, added, “We always strive to deliver exceptional experiences to our travelers, making their time in Changi Airport a memorable one. We are pleased to work with Lotte Duty Free and The Macallan on yet another exciting launch of a travel retail-exclusive product, with the pop-up concept being a first in Southeast Asia. We hope visitors will enjoy the immersive elements of this interactive pop-up, appreciating both the brand’s story and a momentary glimpse into the lush meadows of the Scottish countryside.”
Jeff Jeong Soongyu, Managing Director, Lotte Duty Free Singapore, said, “Every year, Lotte Duty Free looks forward with great anticipation to collaborating with The Macallan for the launch of The Macallan Harmony Collection. The collection’s exclusivity to travelers appeals immensely to collectors worldwide, and we are elated by The Macallan’s consistent delivery of exceptional shopping experiences and immersive brand elements to our customers. We eagerly await future opportunities to work closely with The Macallan on innovative collections.”
The Macallan Harmony Collection Green Meadow is available now at Lotte Duty Free in Singapore Changi Airport, retailing at SGD246 (US$184).
