Macallan creates ‘sensorial’ experience at LAX

Edrington-owned The Macallan has partnered with DFS Group and Los Angeles World Airports to launch a pop-up space at Tom Bradley International Terminal in Los Angeles International Airport.

Running until November, the activation offers an ‘immersive and sensorial experience’ based on the collage art created by graphic designer David Carson for The Macallan Colour Collection.

The five-expression collection, launched in 2023, celebrates the brand’s commitment to natural colour and reflects the influence of Sherry seasoning.

Carson drew inspiration from Jerez, in Spain, where The Macallan sources its Sherry-seasoned oak casks.

The display features a suspended multi-layered logo that aligns from a distance, as well as different textures and materials, creating ‘one of the most technically ambitious’ travel retail displays to date.

“The show-stopping pop-up at Los Angeles International Airport effectively captures the essence of The Macallan Colour Collection and is one of our most ambitious yet in terms of digital engagement and design,” said Jeremy Speirs, regional managing director of global travel retail at Edrington.

“With a strong focus on storytelling and interactivity, the space sends a clear signal of our commitment to elevate the shopping experience in travel retail and adds another dimension to the retail offer at one of North America’s busiest airports.”

At the centre of the pop-up are digital touch points aimed at engaging travelling shoppers. The space offers an integrated sensory and digital experience, including a nosing tray and a digital profiling tool called ‘Discover Your Expression’, which enables customers to find their preferred Colour Collection expression.

“DFS is delighted to showcase The Macallan Colour Collection pop-up in North America’s leading airport,” said Daniel Licari, senior director for spirits, wine, tobacco, food and gifts at DFS Group. “The first pop-up of this scale for DFS with our trusted partner Edrington showcases The Macallan’s latest experience and assortment, bringing together the new Colour Collection with The Macallan’s exceptional fine and rare collection.

“We are extremely proud and wish to extend our gratitude to the teams that have been involved in bringing this to life.”

A specially designed and autographed copy of Carson’s The Colour Collection archival folio, created for the pop-up, will be available for the buyers of the 21- and 30-year-old expressions.

The space will also showcase the distillery’s curated selection of single malts, allowing customers to explore a broad offering of travel exclusives and limited releases, such as the Harmony Collection Green Meadows, A Night on Earth – The Journey, M Collection and Folio Seven.

Dave Jones, deputy executive director for commercial development at Los Angeles World Airports, added: “At Los Angeles International Airport, we are always looking for ways to enhance our guests’ journeys and provide them with more exciting shopping options.

“This pop-up is a great example of how we can bring innovative and exciting concepts to our terminals and create memorable moments for our guests. We invite travellers to visit DFS Los Angeles International Airport Tom Bradley International Terminal and discover The Macallan Colour Collection.”

Earlier this year, Edrington teamed up with Unifree Duty Free and Gebr Heinemann to open a ‘sensorial’ retail space at Istanbul Airport in Turkey.