The Macallan has revealed The Heart of The Spirit, an immersive experience in Singapore that aims to showcase The Macallan’s storied past and commemorate its 200th anniversary. The experience runs from September 7th to 22nd at Clarke Quay Warehouse B and pays homage to 200 years of The Macallan as a prologue for everything that is still to come.
With tickets priced at around RM160 (SGD48), the experience will take guests on a journey through the past, present and future of The Macallan. Guests will be able to taste The Macallan Sherry Oak 18 Years Old by the Dram, which will be served during the immersive virtual segment for a truly multi-sensory experience and a bespoke cocktail crafted specially for the celebrations at the bar. Guests will also be able to purchase bottles at the end of their journey.
“As we celebrate the monumental 200-year journey of The Macallan, The Heart of the Spirit experience in Singapore is not just a reflection of our storied past but a bold stride into the future,” said Lai-Ching Kok, Managing Director, Southeast Asia and Pacific, Edrington.
“We chose to celebrate The Macallan’s milestone in Singapore to honour the dynamic fusion of tradition and modernity that both our brand and this vibrant city-state embody. Singapore provides the perfect backdrop for showcasing the timeless heritage and innovative craftsmanship that has defined The Macallan for two centuries.
“This celebration is not just about looking back at our illustrious history but also about embracing a future filled with new opportunities and shared moments of enjoyment. We invite whisky enthusiasts to join us in experiencing the past, present, and future of our beloved spirit, surrounded by the artistry that has defined The Macallan for generations.”
Discover A Voyage Through Time, Past, Present And Future
THE PAST – The Heart of The Spirit experience begins with a tribute to our pioneers, their contributions and dreams, and to all the people and stories that have made The Macallan what it is today. As we embark on this momentous year, experience our pioneers’ obsession with quality and dedication to craftsmanship and what it means for The Macallan through tactile exploration and interactive activities.
Bringing together the talents of acclaimed visual artist Javi Aznarez and award-winning Scottish poet Jenni Fagan, The Heart of The Spirit experience captures the key moments of our 200 years of history, brought to life through illustrations and poetry.
As part of the wider campaign, a limited-edition book, with just 1000 units available worldwide, will be released later in 2024.
“It has been an extraordinary experience to immerse myself in the extensive archives of The Macallan and give a poetic voice to the story of the 200th anniversary of this iconic Scottish brand,” said Jenni Fagan.
“From the beauty of Easter Elchies Estate to the intricacies of the whisky-making process and the lives of those who worked at The Macallan over two centuries – inspiration and intrigue often met with the best of science, history, agriculture alongside a global backdrop. I have really loved being a part of such a special creation with The Macallan alongside Javi, and I look forward to sharing it with the world.”
Javi Aznárez added, “Working with The Macallan and Jenni on such a visually rich project has been incredibly stimulating. The challenge of illustrating and animating 200 years of whisky history was a real one, especially as the immersive nature of the experience required many different elements to work together, like clockwork. I am very pleased with what we have created together, and I can’t wait for people to enjoy it.”
THE PRESENT – Capturing two hundred years of The Macallan’s history is wonderfully challenging. The Macallan has made its way around the world in ways that would have been unimaginable to its founders. Here, we take time to pause in the present celebration. The journey continues as guests explore our universe through an immersive digital experience featuring animation, sound design and specialist projection techniques.
Illustrations by Javi Aznarez have been animated to tell this tale. Whispers from our past, present and future are narrated by Jenni Fagan. As guests explore the brand’s story, they will also be presented with a tasting of The Macallan Sherry Oak 18 Years Old, celebrating the spirit of The Macallan with the iconic sherry-seasoned oak whisky.
Jaume Ferras, Creative Director, The Macallan, said, “We’re delighted to launch The Heart of The Spirit and invite our audience on a captivating voyage through time through the breathtaking immersive experience. From the brand’s humble beginnings 200 years ago to its global prominence today, the experience allows you to immerse yourself into the rich heritage, ethos, and characters that define the spirit of The Macallan and pay testament to the mastery and craftsmanship at the heart of the brand.”
THE FUTURE – Finally, guests will be transported into the future world of The Macallan, a blend of respect for nature and human creativity. Here, guests will savour a bespoke cocktail specially crafted to honour The Macallan’s 200-year legacy. A celebration in a glass, this exquisite creation marries the rich, complex notes of our signature sherry-oak whisky with a harmonious blend of natural ingredients and will only be available at The Heart of The Spirit experience.
Reveal Of The Macallan’s Limited-Edition Creations
The Macallan will unveil new creations in celebration of the brand’s interpretation of time travel through whisky mastery, presented in bespoke vessels created through cutting-edge engineering and ancient craftsmanship.
These limited-edition releases embrace 200 years of history, making them one-of-a-kind releases paying homage to the craft of the whisky makers. Each has its own layers of complexity and incredible depth of aroma, texture, and flavour.
More information will be released on 4 September 2024 at the launch of The Heart of The Spirit experience in Singapore.
Please savour The Macallan responsibly.