Macallan creates an immersive, sensory exhibition in China for whiskey lovers
Whiskey brand Macallan has opened an immersive exhibition in Shanghai, China to translate its heritage and history to potential customers.
On the third level of The Macallan Experience, visitors have the opportunity to savor The Macallan single malt whiskies
The exhibition, called The Macallan Experience, comes on the heels of the increased demand for premium whiskies by consumers in the Asia Pacific. Macallan is keen to showcase its whisky collections to Chinese consumers with its exhibition.
“We are blessed by the never-ending enthusiasm for The Macallan that the Chinese Consumers have shown over the years. And we felt the time had come to bring them the best of our brand,” said Francois Saurel, regional managing director for the Asia Pacific at Edrington, the parent of Macallan.
“By hosting at the core of Shanghai, the brand’s largest-ever consumer engagement experience event, we want to offer the Chinese consumers the greatest ever opportunity to discover our unique and rich legacy, the exceptionalism of our brand, and to explore some of our most amazing collaborations and whisky expressions.”
A forest photography installation on the exterior of the exhibition, which is a tribute to the Speyside scenery where The Macallan Distillery is located, and shot by photographic installation artist Ji Zhou, is the first part of the experience.
They will then move on to The Macallan’s tribute to nature, culture, and heritage when walking through a barley field that leads to an oak forest installation. The River Spey has also been reimagined by contemporary artist, professor Chen Qi, to bring about an immersive sensorial environment through audio-visual digital work.
On the second floor, visitors are presented with the full collection of The Macallan Fine & Rare. This is the first time in the brand’s history that the full collection of 57 bottles of Fine & Rare whisky is present at a single location.
They will also be able to view The Macallan’s home, Easter Elchies House, which has been translated visually for the Chinese audience through the interpretation of sculptor and artist Cai Lei.
Finally, on the third level of The Macallan Experience, visitors have the opportunity to savor The Macallan single malt whiskies.
“With The Macallan Experience – Shanghai, we want to recognize and celebrate the essentiality of China for our brand in the Asia Pacific and beyond. And we aim at building deeper connections and affinity with our Chinese consumers and audience," adds Saurel.