The Macallan has opened its largest boutique in global travel retail – and its first in China – in partnership with China Duty Free Group (CDFG) at the new Haikou International Duty Free Shopping Complex in Hainan.
The official ribbon-cutting ceremony took place on 17 November and was attended by senior representatives from CDFG and Edrington.
“The opening of The Macallan Boutique in Hainan marks a major milestone in our long-term strategy for the Chinese market,” said Jeremy Speirs, Regional Managing Director, Edrington Global Travel Retail.
“Hainan has become a global beacon for travel retail and must-visit for Chinese luxury shoppers, making this a key location for consumer engagement and recruitment.
“To have the opportunity to execute our boutique concept in such an incredible space and within a retail complex that is undoubtedly set to become an international benchmark, is both an endorsement of The Macallan’s credentials and a testament to CDFG’s pioneering vision and ambition.”
Situated on Level 1 of CDFG’s recently opened shopping complex (billed as the largest duty free store on the planet), the standalone 100 square-metre space has a striking design concept that aims to convey the heritage and craftsmanship of The Macallan.
This is brought to life by the store’s engaging brand ambassadors, who undergo extensive training and brand education before hitting the shop floor.
“With the opening of the Haikou International Duty Free Shopping Complex, CDFG’s vision is to set a new benchmark in travel retail, with innovative, engaging concepts from the world’s most iconic luxury brands,” said Charles Chen, President of CDFG.
“Global travel retail’s biggest The Macallan Boutique in Hainan embodies this vision – an incredibly powerful retail experience from a brand that has forged a strong reputation with Chinese consumers through many years of leadership and innovation.
“It’s an honour to bring this concept to life for the first time in China and we look forward to sharing the world of The Macallan with our customers in Hainan.”
Visitors can discover an ever-changing selection of The Macallan, from the travel-exclusive core range to The Quest Collection, boutique exclusives (such as the Home Collection and Folio), prestige bottlings (including The Macallan Red Collection), and The Macallan Fine & Rare Collection.
Visitors are greeted at the storefront by a large-scale LED display, as well as a bespoke window display that highlights the latest expressions and brand campaigns.
The brand’s signature oak lattice centrepiece is at the heart, providing a visual connection to the innovative roof of The Macallan Distillery Experience.
The additional store space is utilised to provide new features to enhance the level of engagement and interactivity with shoppers.
These include a tailor-made bar area, where shoppers can discover the brand through a guided tasting.
There’s also a Heritage Wall featuring curated works of art – the first of which is Spring Green Persian a nature-inspired piece by celebrated American glass artist Dale Chihuly.
A private consultation room, with an intricate ceiling inspired by the waves of the distillery, offers a more tailored and exclusive experience.
“Over the years, The Macallan has played a pivotal role in growing the luxury spirits market in China through education and engagement,” said Charles Soong, Managing Director of Edrington China.
“With the opening of The Macallan Boutique in Hainan we are dovetailing our efforts and creating a more consistent experience across both domestic and travel retail channels, positioning us to engage more effectively with our Chinese consumers wherever they shop.”
The Hainan boutique marks the company’s fifth to open in global travel retail, joining boutiques in Dubai International, London’s Heathrow, New York’s John F. Kennedy and Taiwan Taoyuan airports.
The design for each one is inspired by the architecture and aesthetics of the brand’s home in Speyside, Scotland.
Asia & Pacific,
Asia & Pacific,
Asia & Pacific,