The Macallan Opens Immersive Art Space 'THE MACALLAN 360' in Seoul's Seongsu-dong
Creatrip Team
4 months ago
Premium spirits importer D&P Spirits has launched 'THE MACALLAN 360,' an immersive brand space in Seoul’s Seongsu-dong running from the 21st to 30th at LES601 (open daily 2–8 PM). The pop-up reinterprets The Macallan’s Speyside heritage (Scotland) and craftsmanship as a sensory art experience, reflecting the creative director’s view that tasting The Macallan is like interpreting an artwork. Activities include a stamp tour with guaranteed random gifts, a collage art class inspired by designer David Carson, and a second-floor “Masterbrand Bar” serving The Macallan lineup and signature cocktails. Private docent classes on Fridays, Saturdays and Sundays from 8–10 PM dive into the brand story and maturation process and require reservation via Naver (a Korean booking platform). The Macallan says the event aims to bring its artistic heritage closer to Korean consumers and expand on- and offline touchpoints.
