The Macallan Colour Collection Activation

The launch of The Macallan’s new travel retail exclusive release, The Macallan Colour Collection, was designed and executed by WEPURPLE, who drew inspiration from the brand’s new visual identity to create an immersive retail experience that reflected the brand's vibrancy and finesse, featuring a captivating gallery-like walkthrough, whisky education, and interactive augmented reality touchpoints. The rollout was supported by a strategic B2B PR campaign and a KOL & Media event in London, celebrating the brand’s collaboration with iconic graphic designer David Carson.