The Macallan brings a deep blue escape to Changi Airport

The Macallan has chosen Singapore’s Changi Airport as the first stop for its new global travel retail experience, bringing its Carta Nautica campaign to life through an immersive pop-up centred on tasting, product discovery and gifting. Located at Terminal 3, the activation was designed by independent creative agency NiCE and forms part of The Macallan’s wider Carta Nautica travel retail programme. 

In conversation with MARKETING-INTERACTIVE, a NiCE spokesperson said Changi offers a strong platform for the activation given its international traveller base and premium travel retail environment.

The time travellers spend exploring the airport also creates an opportunity for The Macallan to engage consumers beyond a conventional retail interaction, the spokesperson added.

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The pop-up plays a key role in translating the wider Carta Nautica campaign into a tangible experience, bringing artist Amy Genser’s underwater-inspired artwork into the physical space while giving travellers opportunities for tasting, product discovery and gifting.

According to the spokesperson, NiCE conceived the space as a “cave of discovery”, designed to create a sense of intrigue and encourage travellers to pause on their way to the gate and step inside.

Blue transparency sits at the centre of the visual language, with a translucent frontage and layered architectural forms creating depth and fluidity inspired by Carta Nautica’s maritime world. Coral-inspired elements and curated niches are also used to draw attention within the busy airport environment and spark curiosity among passing travellers.

Beyond attracting footfall, NiCE said success lies in creating meaningful engagement with the campaign and encouraging travellers to discover more about The Macallan’s craftsmanship and creative thinking.

“By bringing the brand to life in a tangible, immersive way, the experience creates opportunities to deepen brand engagement and turn a moment of curiosity into a memorable connection with The Macallan,” the spokesperson said.

Achille Lenglemetz, creative managing director at NiCE, said the challenge was balancing visibility from the airport concourse with creating a sense of immersion once travellers stepped inside.

“In an airport you are designing two things at once: something open enough to pull people in from the concourse, and something enclosed enough to feel like another world once they are inside,” he said.

“The translucent frontage lets travellers see into the blue while keeping that sense of discovery,” Lenglemetz added.

The Macallan’s pop-up comes as Changi Airport continues to turn its terminals into spaces for experiential brand and entertainment activations. Most recently, Changi Airport brought Chinese character IP Nailoong to its terminals and Jewel for Golden Week, with interactive experiences, digital games and themed pop-up booths. Created with VML and Nailoong owner Seventh Impression, the campaign marks Changi Airport’s first collaboration with an original Chinese character IP.

Running across Terminals 1 to 4 and Jewel, the campaign targets families, young travellers and Nailoong fans, particularly those travelling from China during the Golden Week period. Travellers can take part in activities including mascot meet-and-greets and interactive kiosks featuring mini-games and rewards.

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