September 20 2023  |  Airlines & Airports

The Macallan Colour Collection pops up at Singapore Changi Airport with Lotte Duty Free

By GTR Magazine Staff

The travel exclusive whisky collection will be showcased at the airport until October 18

Together with Changi Airport Group and Lotte Duty Free Singapore, The Macallan is celebrating the launch of its new travel exclusive collection with an exclusive pop-up showcase at Singapore’s Changi Airport, Terminal 3 Departure Hall. At the pop-up, which is running from September 1 to October 18, travelers can immerse themselves in The Macallan brand story and learn more about the Colour Collection.

The Macallan Colour Collection is a new range of five exceptional age statement whiskies celebrating the brand’s commitment to natural color and reflecting the influence of sherry seasoning. From the gold oak of the Colour Collection 12-Years-Old to the burnished chestnut of the Colour Collection 30-Years-Old, the range spans the radiant tones of the whisky spectrum, to showcase the exquisite natural tones derived from maturation in The Macallan’s sherry seasoned oak casks.

The dedicated pop-up for The Macallan Colour Collection at Changi Airport invites travelers to discover the new range through a number of design features and touchpoints that bring to life the story behind the launch and the collaboration with visionary US graphic designer David Carson. The design of the pop-up draws heavily on The Macallan’s refreshed visual identity, showcased for the first time in The Macallan Colour Collection, while also showcasing the works of art specially created by Carson, who took inspiration from Jerez, a singular land of historic vineyards and fine wines where The Macallan’s sherry seasoned oak casks are crafted.

Shopper engagement is a key part of the pop-up journey, with an interactive augmented reality (AR) experience enabling guests to discover more about The Macallan Colour Collection. By scanning a QR code in-store, travelers can learn the key messages of the collection and discover the different whisky notes for each age statement. Additionally, a profiling tool called ‘Discover Your Expression’ – accessible in-store or via mobile devices – is available to help shoppers easily find their preferred expression.

Travelers can indulge in guided tastings and participate in a customized gifting ritual that elevates the overall experience at the point of purchase.

Jeremy Speirs, Regional Managing Director - Global Travel Retail at Edrington said, “The Macallan Colour Collection is a bold exploration of our commitment to natural color 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.”

Teo Chew Hoon, Managing Director of Airside Concession at Changi Airport Group, added, “We proudly raise our glasses to welcome the launch of the travel retail exclusive The Macallan Colour Collection in Changi Airport. 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 savor the essence of its craftsmanship.”

Jeff Jeong, Managing Director at Lotte Duty Free Singapore, said, “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.”

Other dedicated pop-ups for The Macallan Colour Collection will be running at airports in five key cities globally – Los Angeles, New York, Shanghai, Beijing and Sanya. Additionally, a series of immersive art exhibitions celebrating The Macallan’s exclusive partnership with David Carson are taking place in London, Dubai, Shanghai, Los Angeles and Singapore, allowing The Macallan community to be immersed in his creativity and experience the elements that inspired the Colour Collection.

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