The Macallan continues celebration of 200-year milestone with truly global initiatives
A traveler experiences The Macallan's interactive sensory journey at the TIME : SPACE Collection pop-up in London Heathrow
The Macallan is marking the culmination of its 200th anniversary year with an extensive travel retail program centered around its TIME : SPACE Collection, featuring pop-up experiences and out-of-home advertising across major international airports.
Throughout 2024, The Macallan has executed several significant initiatives including a collaboration with Cirque du Soleil that produced “SPIRIT,” an immersive experience at The Macallan Estate. The brand also launched its Colour Collection in travel retail and introduced new additions to the Harmony Collection - Harmony Vibrant Oak and the travel-exclusive Harmony Guardian Oak, with the latter becoming available in global travel retail from late January alongside select airport activations. Additionally, the brand is preparing to release the third edition in its A Night on Earth Collection.
Exploring The Macallan's digital engagement features at the brand's first-ever Hamad International Airport pop-up in Doha
The second phase of the TIME : SPACE Collection rollout features custom pop-up experiences across major international airports, including a 40-square-meter installation at Singapore Changi and the brand’s first-ever pop-up at Hamad International Airport in Doha. Additional activations are present at Guangzhou International, LAX, London Heathrow, Paris CDG, Shanghai Pudong and JFK. These installations showcase a design inspired by the collection’s distinctive red universe theme.
The Macallan's 200th anniversary celebration takes center stage at Dubai International Airport with striking banner displays throughout the terminal
The pop-ups incorporate digital engagement elements, including Virtual Reality experiences and a “Discover Your Expression” tool. For the holiday season, they offer personalized gifting services with special wrapping options and an exclusive 200th anniversary dust bag available with select expressions.
The brand has expanded its visibility through out-of-home advertising at six key airports: Singapore Changi, London Heathrow, Hong Kong International, Dubai International, LAX and Shanghai Pudong. Running from October to January, the campaign is expected to reach approximately 35 million global travelers.
A traveler interacts with the 'Discover Your Expression' digital tool at The Macallan's immersive pop-up experience in Singapore
Jeremy Speirs, Regional Managing Director at Edrington Global Travel Retail, commented: “In a landmark year for The Macallan, we’ve executed an incredibly varied and far-reaching program 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 an iconic 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.”
The TIME : SPACE Collection comes to life with a striking branded installation at Hong Kong International Airport, commanding attention in the passenger concourse
The TIME : SPACE Collection includes TIME : SPACE, featuring The Macallan’s oldest released whisky at 84 Years Old, available exclusively through invitation at The Macallan Boutiques in global travel retail. The collection also includes TIME : SPACE Mastery, which honors previous whisky masters through a selection of premium oak casks, available at The Macallan Boutiques, shop-in-shops and pop-ups globally.
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