July 9 2024  |  Industry News

The Macallan partners with DFS Group and Los Angeles World Airports in Colour Collection promotion

By GTR Magazine Editor

The Macallan's Colour Collection comes to life at Los Angeles Airport's Tom Bradley International Terminal

The Macallan has teamed up with DFS Group and Los Angeles World Airports to launch an ambitious pop-up that brings to life The Macallan’s travel exclusive Colour Collection at Los Angeles International Airport’s Tom Bradley International Terminal.

Running until November, the eye-catching activation offers an immersive and sensorial experience based on the collage art created by graphic designer David Carson for The Macallan Colour Collection.

The pop-up's bespoke design is one of The Macallan’s most technically ambitious yet in travel retail

Launched last year, The Macallan Colour Collection is a 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 showcases the natural tones derived from maturation in The Macallan’s sherry seasoned oak casks.

Featuring The Macallan logo suspended in multiple layers, the pop-up has a bespoke design, which is one of The Macallan’s most technically ambitious yet in travel retail. Creating visual impact from a distance, the pop-up is made from a selection of textures and materials, representing the elements featured in David Carson’s collage. To create this collage and other works of art for the Colour Collection, Carson took inspiration from Jerez, a singular land of historic vineyards and fine wines where The Macallan’s sherry seasoned oak casks are crafted. As with other Colour Collection pop-ups, the design of the activation space is based on The Macallan’s refreshed visual identity which includes a wave pattern inspired by the shape of The River Spey as it curves around the boundary of The Estate. A gallery wall featuring David Carson’s artwork and key visuals from the collection add further visual impact to the vibrant space.

The eye-catching pop-up highlights The Macallan Colour Collection

Edrington Regional Managing Director - Global Travel Retail, Jeremy Speirs, commented, “The show-stopping pop-up at Los Angeles International Airport effectively captures the essence of The Macallan Colour Collection and is one of our most ambitious yet in terms of digital engagement and design. With a strong focus on storytelling and interactivity, the space sends a clear signal of our commitment to elevate the shopping experience in travel retail and adds another dimension to the retail offer at one of North America’s busiest airports.”

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