Macallan revamps boutique at Taiwan airport
The Macallan has relaunched its boutique at Taiwan Taoyuan International Airport as part of the brand’s multi-million-pound investment programme.
The site at Terminal Two is the first Asia opening from the brand’s global Boutique programme that will see The Macallan unveil retail experiences in select cities and airports.
The Macallan Boutique in Taiwan originally opened in 2016 in partnership with operator Ever Rich Duty Free. It was the brand’s first stand-alone boutique.
The relaunch of the boutique in Taiwan marks the third retail experience to be opened by The Macallan since the programme launched in June 2019 at Dubai International Airport, followed by London’s Heathrow Airport in July.
The new-look boutique offers a range of expressions from the brand including The Macallan Fine and Rare 1979, the latest addition to the Fine and Rare collection.
It will also offer The Macallan 72 Years Old in Lalique – The Genesis Decanter, The Macallan Boutique Collection, The Macallan Folio 5, and releases from The Macallan Exceptional Single Cask range.
Suzy Smith, The Macallan’s managing director of global travel retail, said: “Taiwan Taoyuan International Airport was the setting for The Macallan’s first ever luxury retail experience, and we are delighted that this is the location where we reveal the Boutique programme in Asia.
“International travellers through Taiwan Taoyuan continue to grow – last year increasing to 46.53 million – and by refreshing the retail experience to ensure it mirrors the new Boutique concept, we will continue to engage with existing fans of The Macallan and also create a lasting impression on a new generation of consumers in Asia.”
The design for all of the Macallan boutiques take inspiration from The Macallan Estate in Speyside, incorporating architecture, aesthetics and materials, and offering immersive features from the recently opened £140m (US$188.4m) “state-of-the-art” distillery and visitor centre.