The Macallan x Travel Retail
An exclusive and experiential offering
To celebrate its 200th anniversary, The Macallan, the iconic whisky brand, unveils TIME: SPACE, an exclusive collection.
This premium range pays tribute to the brand’s interpretation of time travel while highlighting its heritage and craftsmanship.
The TIME: SPACE collection is built around a unique and ultra-premium concept that reflects The Macallan’s exceptional positioning. The edition is strictly limited to 200 pieces, one for each year of the brand’s existence.
An immersive activation at the heart of travel
To support the launch of TIME: SPACE, The Macallan introduced an ambitious and immersive campaign across major international airports.
At the center of this activation is a virtual reality experience called The Heart of the Spirit. This experience is enhanced by augmented reality tools, offering visitors interactive insights into the collection.
The TIME: SPACE pop-up also features tactile technology, allowing customers to discover the expression of The Macallan that best suits their taste preferences.
By investing in travel retail, The Macallan has successfully leveraged an ideal platform to reach a discerning international audience. These physical and digital touchpoints provide a unique opportunity to tell the brand’s story and highlight its expertise, while creating an emotional connection with consumers around the world.
