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Marketing Featured Southeast Asia

Marvel Studios launches its largest exhibition in SEA

Jakarta, Indonesia – Globally known Walt Disney Company launches Marvel Studios exhibition in Indonesia, the largest Marvel exhibition in Southeast Asia. Marvel fans in Indonesia will be immersed in the multi-sensory world of the Marvel Cinematic Universe (MCU) at the Marvel Studios: A Universe of Heroes Exhibition Indonesia.

The exhibition will showcase an impressive collection of more than 60 MCU original movie props, costumes, and concept art from selected movies. Visitors can also relive the past decade of Marvel Studios’ storytelling through a wide array of galleries chronicling the epic adventures of their favourite superheroes, including Iron Man, Captain America, Thor, Doctor Strange, Guardians of the Galaxy, Black Panther, Wanda Maximoff, Ant-Man, Black Widow, Hawkeye, Shang Chi, Eternals and Moon Knight. 

General Manager of The Walt Disney Company, Indonesia, Vineet Puri, said, “For the past decade and more, Marvel continues to tell epic stories of superheroes that resonate with Indonesian audiences of all ages. We hope we can continue to look for more creative and innovative ways to create an emotional bond and be a part of everyday lives of our fans here in Indonesia and open new doors of entertainment for everyone.” 

According to Puri, they collaborated with Visindotama Medikarsa Prima and Beast Kingdom to bring these iconic stories and characters closer to their local fans through the exhibition for the very first time. 

To bring Marvel Studios’ stories closer to Marvel fans in Indonesia, the exhibition will also hold a variety of interactive engagement activities, collaborating with various local creative communities that will be announced in the upcoming days.

Dendy Triadi, project director and the exhibition’s organizer and promoter from Visindotama Medikarsa Prima, said, “We’re honoured to collaborate with The Walt Disney Company Southeast Asia and Beast Kingdom to hold not only the first Marvel Exhibition in Indonesia but also the largest Marvel exhibition in Southeast Asia.”

Moreover, Triadi commented that Marvel Studios’ stories have captivated the hearts and minds of loyal fans all over the world, including Indonesia. “We hope that Marvel fans and visitors can relive Marvel Studios’ epic storytelling through this exhibition, immerse themselves into their favourite Marvel characters and stories and enjoy all the engagement activities that we’ve arranged throughout the exhibition,” added Triadi.

The exhibition officially launched at Pondok Indah Mall 3 and will be accessible to supporters up until 14 September 2022.

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Marketing Featured East Asia

Whiskey brand Macallan debuts its largest consumer engagement experience in Shanghai

Shanghai, China – Edrington’s whiskey brand Macallan has launched what it says its largest consumer engagement experience – an immersive and artistic exhibition called ‘The Macallan Experience’ sitting on 4,000 sqm exhibit space of the Museum of Contemporary Art Shanghai (MoCA) in Shanghai, China. This new on-ground activation aims to ride on the rising appeal for premium whiskies among the new generation in APAC. 

‘The Macallan Experience’, which was created in collaboration with Chinese art curator, Bao Dong, and three other acclaimed Chinese contemporary artists, is a new engagement experience for consumers who want to explore the origin and vision of the whiskey brand. It includes three designated exhibition areas, which depicts the origins of the brand, showcases the brand’s value and DNA, and highlights the brand’s outlook on sustainability.

Visitors to the exhibition will be greeted by the massive forest photography installation, executed by installation artist, Ji Zhou, on the exterior of MoCA, which is a tribute to the Speyside scenery where The Macallan Distillery is located.

After entering MoCA’s exhibit space, visitors will experience The Macallan’s tribute to nature, culture, and heritage. The journey will begin as visitors walk through the River Spey, making their way through the vast barley field that leads to the legendary oak forest. Contemporary Artist and Professor Chen Qihad reimagined the River Spey to bring about an immersive sensorial environment, brought to life by audio-visual digital work.

Meanwhile, moving up the sweeping ramp that leads to the second level of MoCA, visitors will uncover the full collection of The Macallan Fine & Rare, while at the end of the ramp, the visitors will be greeted by the iconic The Macallan’s spiritual home, Easter Elchies House, manifested through the interpretation of Sculptor & Artist, Cai Lei. Continuing onto the second level, visitors can also explore a number of rare and limited-edition expressions, and to conclude the immerse experience on the third level, visitors will have the opportunity to savor The Macallan single malt whiskies to further discover the details of the brand’s creations and experience.

Francois Saurel, Edrington’s regional managing director for APAC, shared that the brand wanted to offer the Chinese consumers the opportunity to discover Macallan’s legacy, and to explore some of its collaborations and whisky expressions. 

“With The Macallan Experience – Shanghai, we want to recognize and celebrate the essentiality of China for our brand in Asia Pacific and beyond. And we aim at building deeper connections and affinity with our Chinese consumers and audience,” said Saurel.

Meanwhile, Coral Gill, Edrington’s regional marketing director for APAC, said, “As the biggest event of its kind ever, The Macallan Experience presents a state-of-the-art opportunity to discover the legacy, history and traditions of the brand, which not only include an incomparable approach to the outstanding quality and craftsmanship, but a leading commitment to sustainability.”

The exhibition was opened to the public last 3 December 2021 at MoCA Shanghai, and will be running until 16 January 2022.

Aside from the exhibit, Macallan has also launched its new ‘The Harmony Collection’ brand in Shanghai, which represents the brand’s commitment towards sustainability. ‘The Harmony Collection’, which is done in collaboration with world-renowned pastry chef, Jordi Roca, is encased in recyclable and biodegradable packaging, made using natural products from the chocolate-making process.