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The Macallan’s pop-up celebrating travel retail-exclusive release

In celebration of the third release in its Harmony Collection, the Macallan has launched a pop-up store at Singapore Changi Airport. 
The Harmony Collection pays homage to Scotland’s landscapes. Created in collaboration with Stella and Mary McCartney is new expression Green Meadow. The release is inspired by the sisters’ memories in the Scottish countryside.
Aged in sherry seasoned and bourbon casks, Green Meadow was inspired by Scotland’s grasslands. Macallan says the whisky has floral notes of wild primrose, as well as petrichor, orange and lemon, and vanilla. 
Green Meadow’s presentation box and bottle labels have been made using discarded meadow cuttings, “to create beauty from resources at the end of their lives”. 
At the Changi Airport pop-up, visitors can use interactive elements to learn more about the McCartneys’ inspiration and memories. Tastings of the whisky are also available, and customers can personalise their bottle upon purchase.
Jeremy Speirs, regional managing director — global travel retail, Edrington, commented: “In partnership with Lotte Duty Free and Changi Airport Group, we’re excited to bring to life the concept behind The Macallan Harmony Collection Green Meadow with this vibrant and immersive pop-up space. We look forward to introducing the latest travel exclusive release in The Macallan Harmony Collection to even more consumers across Asia and beyond in The Macallan’s 200th anniversary year.”
Chandra Mahtani, head of airside concessions, Changi Airport Group, added: “We are pleased to work with Lotte Duty Free and The Macallan on yet another exciting launch of a travel retail-exclusive product, with the pop-up concept being a first in Southeast Asia. We hope visitors will enjoy the immersive elements of this interactive pop-up, appreciating both the brand’s story and a momentary glimpse into the lush meadows of the Scottish countryside.”
The Macallan celebrates its 200th anniversary in 2024. The brand launched celebrations earlier this year with a new expression, and has announced a collaboration event with Cirque du Soleil in May at the Macallan Estate.

15 March 2024 - Lucy Schofield