The Macallan caters to Chinese whisky palate with immersive experience in Shanghai

Single malt whisky brand Macallan is launching its largest consumer engagement experience in Shanghai, showcasing its history and stories through an immersive experience. Running until 16 January 2022, The Macallan Experience rides on the rising appeal for premium whisky among the new generation in APAC. The brand said it is ready to meet the Chinese palate with its range of prestigious and exquisite whisky collections.

The Macallan has collaborated with Chinese art curator Bao Dong and three other acclaimed Chinese contemporary artists to take visitors on a journey through the brand’s history and into the future across three designated exhibition areas. The exhibition areas depict the origins of The Macallan, showcasing The Macallan's brand value and DNA, along with The Macallan’s outlook on sustainability.

Visitors will be greeted by the massive forest photography installation on the exterior of the Museum of Contemporary Art Shanghai (MoCA) executed by photographic installation artist Ji Zhou upon arrival. The exterior forestry photography installation pays tribute to the Speyside scenery where The Macallan distillery is located.

"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," said Francois Saurel, regional managing director of Edrington Asia Pacific.

Entering the 4,000 square-metre exhibit space of MoCA, visitors will experience The Macallan’s tribute to nature, culture, and heritage. The journey begins as visitors walk through the River Spey, making their way through the vast barley field that leads to the oak forest. The brand said this is not just a tour through The Macallan’s history, but a journey through its continued commitment to sustainability and uncompromised excellence.

Contemporary Artist Chen Qi has also created an immersive sensorial environment of the River Spey, bringing it to life by audio-visual digital work. At the second level of MoCA, visitors will uncover 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 presented at a single location. Greeting the visitors at the end of the ramp, visitors will find the iconic The Macallan’s spiritual home, Easter Elchies House, which is manifested through the interpretation of sculptor and artist Cai Lei.

On the second level, visitors can also explore a number of rare and limited-edition expressions as they transport themselves in time through the eyes of the brand, experiencing the craftsmanship and artistic collaborations behind each bottle. Concluding the immerse experience on the third level of The Macallan Experience, visitors have the opportunity to savour The Macallan single malt whiskies to further discover the details of the brand’s creations.

"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," said Coral Gill, regional marketing director of Edrington Asia Pacific.

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