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The Macallan’s latest Harmony Collection lands at New York JFK Airport in partnership with DFS
The Vibrant Oak and Harmony Guardian Oak, designed in partnership with Cirque du Soleil, are being highlighted via a promotional activation throughout April.
USA. The Macallan has launched the fourth edition of its Harmony Collection at New York John F. Kennedy International Airport Terminal 4 in partnership with DFS Group.
The Vibrant Oak and Harmony Guardian Oak, designed in partnership with Cirque du Soleil, are being highlighted via a promotional activation throughout April.
The release underscores The Macallan’s whisky-making expertise and commitment to sustainability, reflected in its use of natural packaging materials.
A visually striking podium forms the centrepiece of the campaign, showcasing the travel retail-exclusive Harmony Guardian Oak and its creative collaboration with Cirque du Soleil.
Sampling opportunities are available.
To further enhance the experience, the activation features exclusive offerings, including the opportunity to purchase The Macallan Harmony Guardian Oak for US$185.
The campaign features immersive brand experiences, including an interactive sensory tray that guides visitors through the journey of sherry-seasoned oak, with scented oak chips in acorn glasses illustrating the evolution from virgin oak to aged whisky.
The display also highlights a visual narrative connecting the brand’s Six Pillars philosophy with the characters of Cirque du Soleil’s ‘Spirit’.
To complete the experience, the activation offers personalisation options, with complimentary branded ribbons added to purchases. 
