A 465 sqm pop up store promoting Macallan single malt whisky is touring major Asian cities.
Designed by agency Fitch, the unique pop up is by day a shopping and exhibition area, open to any walk-in customers. In the evening, the space is transformed into a bar offering reserved tasting sessions. Guests have the opportunity to enjoy The Macallan, talk with whisky experts, and connect with like-minded connoisseurs.
After a month inside Shanghai’s Jing An Kerry Centre, the pop up moves to Taipei’s Dunhua South Rd on October 21 for a month, and then on to Seoul and Singapore.
Fitch says the pop up is designed to take guests “on a journey of discovery with The Macallan, through a highly interactive and sensorial experience”.
Macallan’s regional brand director, Coral Gill, says the Toast The Macallan pop up is a regional consumer engagement program that serves as a distinctive platform for The Macallan to reach and connect with more consumers.
“Toast the Macallan is into its second year in the region and this event in Shanghai was the first time this exclusive event was run for 30 days, allowing even more consumers to engage and share the experience with the brand.”