The Macallan has teamed up with DFS Group and Los Angeles World Airports to launch an ambitious pop-up space that brings to life The Macallan’s travel exclusive Colour Collection at Los Angeles International Airport’s Tom Bradley International Terminal. The eye-catching activation will be running until November, and offers an immersive and sensorial experience based on the collage art created by graphic designer David Carson for The Macallan Colour Collection.
Launched last year, The Macallan Colour Collection is a range of five 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 spans the tones of the whisky spectrum, showcasing the natural tones derived from maturation in The Macallan’s sherry seasoned oak casks.
The pop-up at Los Angeles International Airport features The Macallan logo theatrically suspended in multiple layers, and a bespoke design, which the company says 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 components in an array 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 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.
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.”
Shopper engagement is a key part of the pop-up journey, with digital touchpoints a central focus. The space offers an integrated sensory and digital experience, including a nosing tray and digital profiling tool called ‘Discover Your Expression,’ enabling travelers to easily find their preferred Colour Collection expression. Shoppers can also customize their purchases through the bespoke gifting ritual.
The Colour Collection archival folio includes a Giclée art print of a collage David Carson created especially for this release. To celebrate the launch of The Macallan Colour Collection and the unique design concept of the Los Angeles pop-up, a limited amount of archival folios were created and will soon be available to purchase together with the Colour Collection 21 Years Old and 30 Years Old. Each copy of the Giclée art print is serialized and autographed by David Carson.
and is made from components representing the elements featured in David Carson’s collage.
DFS Group Senior Director for Spirits, Wine, Tobacco, Food and Gifts, Daniel Licari, said: “DFS is delighted to showcase The Macallan Colour Collection pop-up in North America’s leading airport. The first pop-up of this scale for DFS with our trusted partner Edrington showcases The Macallan’s latest experience and assortment, bringing together the new Colour Collection with The Macallan’s exceptional fine and rare collection. We are extremely proud and wish to extend our gratitude to the teams that have been involved in bringing this to life.”
In addition to the Colour Collection, a curated selection of The Macallan single malts is showcased in the space, allowing customers to explore a broad offering of travel exclusives and limited releases. The travel exclusive Harmony Collection Green Meadow is joined by the extremely special The Macallan Estate and limited release A Night on Earth The Journey, as well as the prestige M Collection, including the latest expression M Copper, and the seventh release in The Macallan archival series, Folio 7.
Los Angeles World Airports Deputy Executive Director for Commercial Development, Dave Jones, said: “At Los Angeles International Airport, we are always looking for ways to enhance our guests’ journey and provide them with more exciting shopping options. This pop-up is a great example of how we can bring innovative and exciting concepts to our terminals and create memorable moments for our guests. We invite travelers to visit DFS Los Angeles International Airport Tom Bradley International Terminal and discover The Macallan Colour Collection.”
