Inauguration of the House of The Macallan in São Paulo: A Premium Destination for Whisky Lovers
São Paulo became the first city in Latin America to host the House of The Macallan, a multisensory experience that delighted whisky enthusiasts. For three days, Casa Higienópolis was transformed into a sophisticated refuge where visitors could immerse themselves in the esteemed legacy of the Scottish distillery.
Brazil, being one of the main markets for premium whisky, was strategically chosen to host this globally significant event for the brand. Tiago Serrano, Country Manager for The Macallan in Brazil, highlighted the value and potential they see in the country as the next major emerging market for the brand.
Casa Higienópolis, a mansion with architecture inspired by 19th-century French palaces, served as the perfect setting for this sensory journey. Located in one of São Paulo’s most traditional neighborhoods, surrounded by landmarks of Brazilian architecture and cultural institutions, the house provided a unique environment to explore The Macallan’s excellence, craftsmanship, and creativity.
In partnership with the award-winning creative studio MATTE Projects, The Macallan developed the House of The Macallan to showcase how art, innovation, and nature converge in the distillation process the brand has been perfecting for almost two centuries. Visitors were invited to experience timelessness and discovery through carefully crafted rituals and details in a three-day immersive experience that explored the nature, art, and culture present in every expression of the brand’s whisky.
Upon entering the House of The Macallan, whisky lovers were guided through different themed rooms, each representing an essential pillar of the brand. From the importance of wood, a key element in the aging of oak casks previously seasoned with Jerez wine, to immersive experiences of lighting, aromas, art installations, and digital content interaction, visitors were captivated by every detail. Additionally, professional consultants were available to assist consumers in selecting expressions and limited editions of The Macallan.
After the success in São Paulo, the House of The Macallan will move on to other cities in the region, including Bogotá, this September. This journey of discovery and sensory experience is a testament to The Macallan’s rich legacy, solidifying its status as one of the most respected and admired whisky brands in the world.
