The Macallan opens ‘immersive’ concept store in HK

The Macallan has opened its first concept store in Hong Kong with the aim of offering a traditional retail space crossed with an “immersive brand” experience.

The world’s first-ever The Macallan Room, set in the K11 Musea shopping mall in Tsim Sha Tsui, opened on 3 August.

As well as serving as a retail space, the concept store, decorated with rare and special bottles, offers a diverse range of experiences, such as cocktail receptions, press events, private tastings and whisky education and appreciation sessions.

Jaime Martin, managing director Edrington Hong Kong & Macau said: “The Macallan Room is an exciting new brand space, and one which takes a different approach to consumer outreach and engagement. It marries together a traditional retail space with an immersive brand experience, to provide flexibility for us to tell our stories and share our whiskies, but ultimately this extends to the consumers who seek to discover The Macallan.

“Over the past couple of years, we have created brand immersion spaces through pop-up spaces and been met with great enthusiasm from consumers and trade partners alike so this new space builds on what we have learnt from feedback received.”