The 1824 Collection is exclusive to travel retail and therefore only available at locations such as Amsterdam’s Schiphol Airport, so we were briefed to design an in-store user experience that would make a lasting impression. This experience needed to invite people to discover The Macallan 1824 Collection with only an hour long window until their connecting flight. At the same time, it needed to be something they could do independently without relying on personal interaction with shop assistants. In addition, 1824 wanted to capture customer information in order to continue the conversation after the consumer had left the airport.
We created an in-store activation that took people away from the hectic airport, and into an experience that showed how 1824 was made, enabling customers to browse whisky taste notes at their own pace.