The Macallan Launches Edition No. 5 with a Multisensory Experience Celebrating the Commitment to Natural Colour

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The Macallan celebrated the official launch of The Macallan Edition No. 5 on 15 October 2019, paying homage to the diversity and complexity of natural colour in partnership with Pantone Color Institute. Guests were brought through the history of The Macallan’s Edition Series and the art and science of whisky and colour making through dual-sided monochromatic rooms and areas of vignettes that led to the reveal of The Macallan Edition No. 5 and The Macallan Edition Purple.

The experiential space housed five different rooms, each representing a different concept within the whisky and colour making process, brought to life through a specific base colour that was used to create The Macallan Edition Purple.

 

Black Room – The history of the Macallan Edition Series

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Guest walking through the history of the Edition Series

The very first room of the exhibition took guests through the history of The Macallan’s Edition Series and the various partnerships formed based on The Macallan’s mastery of wood, supporting innovation and distinctive taste profiles.

White Room – Inspiration behind the collaboration with Pantone Color InstituteTM

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Guests discovering the partnership between The Macallan and Pantone Color Institute through an audio narration

The second room commemorated the collaboration with Pantone Color InstituteTM and gave guests a deeper understanding of the inspiration behind the partnership and The Macallan’s dedication to Natural Colour.

Red Room – The art of whisky making

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Upon entering the next room, guests learnt to appreciate the artistry behind The Macallan’s whisky making and Pantone’s colour making processes through multisensory activities.

Guest taking a whiff of the aromas present in the five casks used to create The Macallan Edition No. 5

The Macallan engaged guests’ sense of smell as they took whiffs of aromas found in the atomisers to understand how The Macallan Whisky Mastery Team artfully created the nose for the new edition by combining five exceptional oak cask types

 

 

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Made of paper flowers in different shades of red, the art installation represented Pantone’s journey to discovering and identifying a colour that best represented the story of creativity and expertise that harnesses the natural colour of The Macallan.

Blue Room – The science of whisky making
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Guests looking at the various Pantone colours that reflects the various American oak casks used for The Macallan Edition No. 5

 

Showcasing the science behind The Macallan’s whisky making, guests could get hands-on to experience how the whisky mastery team analysed the colour density to derive the desired tint and depth of flavours. Pantone Colour InstituteTM then identified the ideal representation for The Macallan Edition No. 5 by selecting five shades to match the color of whisky from each of the five cask types that make up The Macallan Edition No. 5.

Purple Room – The Macallan Edition No. 5

 

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Guests in the Purple Room tasting The Macallan Edition No. 5

In the last and final room of the exhibition, guests were introduced to the highly anticipated Edition No. 5 and savoured the whisky.

 
Art installations by local artists Lucinda Law and John Lim (from This Humid House), inspired by The Macallan Edition No. 5, were first revealed on social media. To top it off, these art pieces were displayed in The Macallan Edition Purple room and guests had the chance to come face-toface with the beautifully sculpted art pieces and appreciate them in person.
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“Love Wishes” mural created by Lucinda Law

“I love the personality of The Macallan Edition Purple which inspires a sense of imagination, luxury and nobility when paired with The Macallan’s mastery in whisky-making and natural colour creation,” Lucinda Law said.

“I felt inclined to create the colour from scratch by experimenting and mixing up The Macallan Purple from pure powder pigments into water colour paint used in the mural, and I want the audience to find themselves in the heart of a creative space inspired by love to fulfill their wishes when looking at it.”

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Art sculpture created by John Lim from This Humid House

“Colour in our work is the key to conjuring emotion, and we feel that The Macallan Edition Purple is unexpected, rarefield, singular and represents private pleasure. It drove us to create something simultaneously soft, hard and precious, which we sought to express the polarities in our choice of materials for the sculpture.” said John Lim.

The Macallan Edition No. 5 is now available for purchase at S$204 on The Macallan Singapore Online Boutique, The Macallan Boutique @ 1855, and leading premium spirits retailers.

 

Social Media: facebook.com/themacallan.sg @themacallan_singapore #TheMacallanSG #MacallanCreates

The Macallan Singapore Online Boutique https://www.themacallan.com/en-sg/shop

 

 

 

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