In celebration of The Macallan’s 200 year anniversary, the brand has unveiled immersive TIME : SPACE Collection pop-ups at two major international airports: John F. Kennedy International Airport in New York and San Francisco International Airport in California.
Earlier this year, The Macallan released two unique new whiskies in celebration of the brand’s interpretation of time travel through whisky mastery. The launch was accompanied by a global experiential campaign, leading with two hero films that take audiences on a journey through a spiky world where time flows and nature protects what is most precious – showcasing The Macallan’s intrinsic connection to nature. The visual language of this spiky world inspired the artful pop-up designs at JFK and SFO. Combined with its bright red hues, the design aims to create a visual impact from a distance.
From now through December 2024, travelers stopping by both JFK and SFO will have the opportunity to view and purchase one of the rare whiskies from the new collection: TIME : SPACE Mastery ($1,400).
Sharing some quick highlights:
- Other Limited Releases: Both JFK and SFO pop-ups will also feature The Macallan’s travel exclusive Colour Collection, a range of five exceptional age statement whiskies celebrating the brand’s commitment to natural color and reflecting the influence of sherry seasoning.
- Purchasing Opportunities: These limited releases, including TIME : SPACE Mastery, will be available to purchase at both JFK and SFO pop-ups.
- Exclusive Whisky Membership: Travelers will have the opportunity to sign up to The Macallan Society for the latest news and to purchase limited edition releases.
For those traveling through JFK, you’ll find exciting touchpoints like:
- An immersive Virtual Reality experience of The Heart of the Spirit through a state of the art headset.
- An Augmented Reality touchpoint, which allows guests to access a wealth of information and storytelling through their own devices.
- A ‘Discover Your Expression’ tool, which uses touchscreen technology to take shoppers on a journey of discovery, matching their own personal preferences and tastes to different bottlings of The Macallan.
