Edrington Global Travel Retail has partnered with International Shoppes to open an immersive pop-up at JFK Terminal 1 featuring the newly launched global travel retail exclusive The Macallan Colour Collection.
The nearly 800 sq ft. JFK Terminal 1 Macallan Pop Up Space which opened in September 2023 is fully personalized to create a memorable encounter of The Macallan brand and Colour Collection. It will remain open through the end of March 2024.
The Macallan Colour Collection is comprised of five age-statement whiskies that celebrate natural color and sherry seasoning. Each single malt deepens in color. The Macallan Colour Collection includes 12, 15, 18, 21, & 30 year old expressions. The Pop Up also includes existing products The Macallan Rare Cask Black, Oscuro and No. 6 to complement the Colour Collection offering.
The JFK Terminal 1 Macallan Pop Up is the only one in North America. It fully immerses travelers into the Colour Collection by making it an exceptional sensorial environment, Scott Halpern, IS Co-CEO, tells TMI.
The Colour Collection itself, was designed in collaboration with visionary artist and graphic designer David Carson. His art for the Collection adorns the walls of the store to showcase the inspiration of each age statement.
QR codes are featured through-out the store and bring to life an augmented-reality experience to educate customers on the unique messages of the collection and the various whisky notes.
The pop-Up features an interactive customer engagement tool “Discover Your Expression” which assists customers to find the appropriate age-statement suited to their individual preference.
Next to the digital screen are glass cones that encapsulate the scent of various tasting notes.
Customers are invited to guided tastings conducted by Brand Ambassadors and offered special gifting services.
These curated touch-points bring to life the story the The Macallan Colour Collection where travelers experience an elevated journey of discovery and high touch service prior to embarking on their travels.
Halpern tells TMI that The Macallan Colour Collection pop-up has already been a huge success.
“This Macallan pop-up is a chance for the customer to have an immersive experience into the brand’s DNA with 12, 15, and 18 year old wonderful products, as well as even more luxurious exclusive 21 and 30 year old expressions.
“The Macallan brand is so dynamic. The allocation we had for Q1 we sold out in one week and we had to work with our great partner Edrington to receive a larger allocation for Q2,” says Halpern.
The Macallan boutique fits in perfectly with the luxury boutiques International Shoppes opened in JFK Terminal 1, Halpern adds.
The pop-up is located near the Bulgari, Christian Dior and Hermes boutiques.
“The pop-up is next to our luxury stores. The corridor that we have worked so hard to create is a luxury section of the terminal and The Macallan fits in so well with these luxury brands,” says Halpern.
