The Macallan at LAX: An Immersive Colour Collection Pop-Up

In a remarkable collaboration, Edrington-owned The Macallan has partnered with DFS Group and Los Angeles World Airports to launch an immersive pop-up experience at the Tom Bradley International Terminal in Los Angeles International Airport (LAX). Running until November, this ambitious activation celebrates The Macallan’s travel retail-exclusive Colour Collection, providing travelers with a unique and engaging encounter.

A Fusion of Art and Whisky

Launched in 2023, The Macallan Colour Collection is a testament to the brand’s commitment to natural color through maturation in sherry-seasoned casks. The collection’s design, crafted by renowned graphic designer David Carson, draws inspiration from The Macallan Estate in Scotland and the landscapes of Jerez de la Frontera, Spain, where the distillery sources its sherry-seasoned oak casks.

The pop-up at LAX is described as one of The Macallan’s most technically ambitious retail displays to date. Featuring a suspended multi-layered logo and an array of textures and materials, the installation effectively captures the essence of the Colour Collection. The curved outline of The Macallan Estate along the River Spey is a prominent feature, integrated into the exterior texture of the pop-up.

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Engaging Digital and Sensory Experiences

Central to the pop-up are interactive digital touchpoints designed to engage and educate travelers. Visitors can explore the natural aromas of each whisky in the range through a nosing tray and use the digital profiling tool, ‘Discover Your Expression,’ to find their preferred Colour Collection expression. This blend of sensory and digital engagement enhances the shopping experience and reinforces The Macallan’s commitment to storytelling and interactivity.

Edrington’s Regional Managing Director of Global Travel Retail, Jeremy Speirs, expressed his enthusiasm for the project, stating, “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.”

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Exclusive Offerings and Limited Editions

The Colour Collection comprises five age-statement single malt Scotch whiskies, showcasing the natural hues derived from maturation in sherry-seasoned oak casks. The range includes the golden oak-toned 12 Year Old, 15 Year Old, 18 Year Old, 21 Year Old, and the burnished chestnut 30 Year Old. These expressions highlight the unique qualities of The Macallan’s casks and the rich natural colors that develop over time.

In addition to the Colour Collection, the pop-up features a curated selection of The Macallan’s travel retail exclusives and limited releases. Customers can explore offerings such as the Harmony Collection Green Meadows, A Night on Earth – The Journey, Folio 7, and the prestige M Collection, including the latest expression, M Copper.

DFS Group’s Senior Director for Spirits, Wine, Tobacco, Food, and Gifts, Daniel Licari, highlighted the significance of the collaboration, saying, “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.”

A Commitment to Innovation and Excellence

The pop-up space also offers a limited-edition Giclée art print by David Carson from the Colour Collection archival folio. This exclusive artwork, serialised and autographed by Carson, will be available for purchase with the Colour Collection 21 Year Old and 30 Year Old whiskies, providing a unique collector’s item for whisky enthusiasts.

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Dave Jones, Deputy Executive Director for Commercial Development at Los Angeles World Airports, emphasized the importance of innovative retail experiences, stating, “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.”

The Macallan’s latest activation at LAX not only showcases the brand’s dedication to quality and craftsmanship but also reinforces its position as a leader in the luxury spirits market. With a blend of art, technology, and sensory experiences, the Colour Collection pop-up promises to leave a lasting impression on travelers and whisky aficionados alike.

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