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.
