An Exceptional Collaboration with Travel Retail
To celebrate its 200th anniversary, The Macallan, the world-renowned whisky house, partnered with travel retail to launch an activation that goes beyond the traditional codes of the sector. The ambition: to deliver a fully immersive brand experience, blending heritage, innovation, and emotion, and to captivate international travelers.
An Exclusive and Ultra-Premium Offer
For this milestone celebration, The Macallan unveiled TIME : SPACE, a rare and prestigious collection. The range pays tribute to the brand’s interpretation of time and travel, while highlighting its exceptional heritage and craftsmanship.
Strictly limited to 200 editions only – one for each year of The Macallan’s history – this release embodies the brand’s ultra-premium positioning and the exclusivity that has made it legendary.
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An Immersive Experience at the Heart of Travel
To support the launch, The Macallan rolled out an ambitious campaign across major international airports.
Travelers were invited to step into The Heart of the Spirit, a cutting-edge VR experience enhanced by augmented reality features and interactive content exploring the TIME : SPACE collection.
The TIME : SPACE pop-up also integrated tactile technology, enabling guests to discover the expression of The Macallan best suited to their personal taste profile.
By investing in the travel retail channel, The Macallan successfully created a powerful emotional connection with a discerning global audience, transforming a product launch into a memorable, premium and experiential journey that bridges tradition and modernity.
