THE MACALLAN OPENS LARGEST DUTY FREE BOUTIQUE IN CHINA’S HAINAN ISLAND
By Tony Zhu
Source: China Duty Free Group
Leading Scotch maker The Macallan has opened its largest travel retail boutique in the Chinese island of Hainan in partnership with China Duty Free Group (CDFG).
The Hainan boutique is the fifth duty free shop of The Macallan, the other four are in Dubai International, London Heathrow, New York JFK and Taipei Taoyuan airports.
The overall design concept of The Macallan boutiques is inspired by the architecture and aesthetics of the brand’s Speyside home.
Situated on Level 1 of CDFG’s recently opened Haikou International Duty Free Shopping Complex, the standalone 100sqm space conveys The Macallan’s history through its design concept.
Customers can explore a selection of The Macallan travel-exclusive core range, The Quest Collection, and boutique exclusives such as Home Collection and Folio, to 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 highlighting the latest expressions and brand campaigns.
With the additional store space, the boutique offers new features to enhance the level of engagement and interactivity with shoppers. These include a bespoke-design bar area for shoppers to discover the brand through a guided tasting, and a private consultation room with an intricate ceiling inspired by the waves of the distillery offers a more tailored and exclusive experience.
“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,” said Jeremy Speir, Regional Managing Director, global travel retail of Edrington, which owns The Macallan brand.
"The Macallan boutique in Hainan is the biggest its knid, it is 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," said Charles Chen, President of CDFG.
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