# Major International Airport Pop-Ups The Macallan Launched Immersive Pop-Ups at Airport Hubs By Debra John | Published 2024-12-19 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/popups-at-airport-hubs References: [themacallan](https://www.themacallan.com/en/experience-the-macallan/distillery/the-heart-of-the-spirit-experience) & [instagram](https://www.instagram.com/The_Macallan/)  In celebration of its 200th anniversary, The Macallan launched immersive pop-ups at airport hubs, including John F. Kennedy International Airport (JFK) in New York and San Francisco International Airport (SFO). These pop-ups showcase the 'TIME: [SPACE](https://www.trendhunter.com/trends/space-ape-games) [Collection](https://www.trendhunter.com/trends/the-macallan-harmony),' featuring the TIME: SPACE Mastery whisky, priced at $1,400, as well as The Macallan’s travel-exclusive 'Colour Collection,' which includes five age statement whiskies. Visitors can explore interactive experiences, including "a Virtual Reality journey into The Heart of the Spirit and a ‘Discover Your Expression’ tool to help identify preferred whisky profiles." The Macallan also offers travelers the opportunity to join '[The Macallan Society](https://www.trendhunter.com/trends/the-macallan-folio-8)' for access to exclusive releases and news. These immersive pop-ups are available until December 2024, offering a unique opportunity for whisky enthusiasts to experience The Macallan’s legacy firsthand during a busy travel season. Image Credit: The Macallan ## Trend Insights (Trend Hunter) - Score: 5.3/10 - Popularity: 65% | Activity: 62% | Freshness: 33% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### Key Themes Behind This Trend - **Immersive Retail Experiences:** Pop-up spaces emphasize interactive and engaging customer experiences, revolutionizing traditional retail formats in travel hubs. - **Luxury Travel Exclusives:** High-end brands are targeting frequent travelers with exclusive products and experiences only available at major transit centers. - **Virtual Reality Brand Engagement:** Virtual reality applications are enhancing brand storytelling, allowing consumers to engage deeply with products in dynamic settings. ### Where This Applies - **Aviation:** Airports are becoming key locations for retail innovation, transforming into experiential destinations beyond travel. - **Luxury Goods:** High-value brands are using unique settings like airports for product debuts, capitalizing on the frequent flow of affluent jet-setters. - **Virtual Reality:** The application of VR in customer engagement is broadening, offering immersive experiences beyond traditional commercial avenues. ## Related on Trend Hunter - [Scotch Whisky Airport Activations](https://www.trendhunter.com/trends/jfk-terminal-four.md) - [Fine Whisky Installations](https://www.trendhunter.com/trends/color-collection-popup.md) - [Airport Whiskey Pop-Ups](https://www.trendhunter.com/trends/house-of-suntory-and-lotte.md) - [Luxury Whisky Boutiques](https://www.trendhunter.com/trends/west-coast-flagship.md) - [Speakeasy-Inspired Airport Pop-Ups](https://www.trendhunter.com/trends/black-ruby-popup.md) - [Interactive Tequila Installations](https://www.trendhunter.com/trends/popup-at-heathrow-airport.md) - [Parisian Airport Pop-Ups](https://www.trendhunter.com/trends/moet-hennessys-paris-concept.md) - [Immersive Scotch Whisky Journeys](https://www.trendhunter.com/trends/macallan-celebrated-200-years.md) - [Ornate Whiskey-Inspired Cafées](https://www.trendhunter.com/trends/macallan-harmony-caf.md)