The Macallan Experience, Shanghai, recently opened to the public at the Museum of Contemporary Art Shanghai. It is the largest consumer engagement experience yet for the brand and runs until Jan. 16, 2022. The Macallan Experience is an immersive and artistic exhibition exploring what’s said to be the origin and vision of this single malt whisky brand.
The experience rides on what’s described as the appeal for premium whiskies among the new generation in APAC. The brand is ready to showcase its range of prestigious and exquisite whisky collections.
“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. 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,” Francois Saurel, Regional Managing Director for Edrington Asia Pacific, said in a prepared statement. “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.”
The Macallan collaborated with Chinese Art Curator Bao Dong, and three other acclaimed Chinese Contemporary Artists to create three designated exhibition areas.
“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,” Coral Gill, Regional Marketing Director for Edrington Asia Pacific said.
Here is what to expect in this space, as provided by the brand:
Visitors to The Macallan Experience (Shanghai) will be greeted by the massive forest photography installation on the exterior of MoCA executed by Ji Zhou, Photographic Installation Artist. The exterior forestry photography installation is a tribute to the Speyside scenery where The Macallan Distillery is located.
Entering the 4,000 square meter exhibit space of MoCA, visitors will experience The Macallan’s tribute to nature, culture, and heritage with incomparable quality. The journey begins as you walk through the River Spey, making your way through the vast barley field that leads to the legendary oak forest. This is not just a tour through The Macallan’s history, but a journey through the brand’s continued commitment to sustainability and uncompromised excellence.
Contemporary Artist, Professor Chen Qi, had reimagined the River Spey to bring about an immersive sensorial environment, brought to life by audio-visual digital work.
Moving up the sweeping ramp that leads to 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 present 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, manifested through the interpretation of Sculptor & Artist – Cai Lei.
Continuing onto the second level, visitors can explore a number of rare and limited-edition expressions as they transport themselves in time through the eyes of the legendary 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 savor The Macallan single malt whiskies to further discover the details of the brand’s creations and experience how The Macallan’s respect for nature finds its way into each drop of whisky.