麦卡伦「造诣工坊」限时体验空间

麦卡伦「造诣工坊」限时体验空间

2026年10月16日-2026年11月01日

深圳 深圳湾万象城 A区L1春笋东树林

项目预热

项目现场

麦卡伦「造诣工坊」限时体验空间落地深圳湾万象城 A 区 L1 春笋东树林，展期自 2026 年 10 月 16 日至 11 月 1 日，是品牌与传奇平面设计师大卫・卡尔森 David Carson 联袂打造的艺术向威士忌沉浸式展，以 “本心、匠艺、造诣” 为叙事主线，将威士忌漫长陈年的工艺哲学转化为户外林间的艺术工坊叙事场景，跳出酒类快闪单纯品鉴售卖的传统模式。空间依托树林原生环境做轻量模块化搭建，以品牌标志性正红与纯白为主色调，沿用大卫・卡尔森标志性拼贴、解构字体视觉语言，建筑体块简洁利落，通透立面把户外自然柔光引入室内，消解室内外边界；空间依照三大叙事线索分区，本心展区梳理艺术家与品牌合作缘起，匠艺展区拆解雪莉桶制桶、蒸馏、陈年的核心工序，造诣展区陈列艺术家原作与国内艺术家余若婕在地共创作品，配套威士忌品鉴吧台、大师沙龙区与典藏酒款陈列墙，材质以哑光烤漆、原木、艺术喷绘板材为主，兼顾户外落地稳定性、拆装效率与艺术氛围感，把看不见的时间陈酿转化为可观看、可感知的视觉叙事。活动周期内设置开幕嘉宾对谈、威士忌品鉴大师班、亚洲 50 佳调酒师限定特调体验、典藏系列静态鉴赏等内容，以多感官体验替代硬推销。在传播营销链路中，林间艺术装置自带高级打卡属性，开幕嘉宾流量引爆首轮热度，艺术向内容适配高端生活媒体、小红书、视频号的精英审美赛道；深圳湾万象城聚集高净值、艺术消费力强的客群，线下完成风味体验与品牌理念传递，现场产出的艺术展品、空间大片、品鉴素材持续形成 UGC 内容回流线上，构建 “艺术叙事 — 线下品鉴 — 社交种草” 闭环。项目核心意义在于，将麦卡伦 “造诣不止匠艺” 的品牌主张具象化，不再只强调酒款风味，而是打通威士忌酿造、当代艺术、时间美学的共通逻辑，在华南核心城市塑造品牌艺术化、收藏向的高端形象，强化雪莉桶工艺护城河，同时以艺术跨界降低烈酒的距离感，触达新一批精品消费人群，持续夯实麦卡伦在高端单一麦芽赛道的标杆定位。

The Macallan “In The Studio” pop-up experience space is located at the East Grove of Spring Tower, L1 Zone A, MixC Shenzhen Bay, running from October 16 to November 1, 2026. Co-created with iconic graphic designer David Carson, this immersive exhibition revolves around three narrative threads: Instinct, Craft and Mastery, translating the philosophy of whisky maturation into an art-focused pop-up beyond conventional tasting events. Built lightly among trees with modular structures, the space adopts Macallan’s signature red-and-white palette and Carson’s distinctive collage and deconstructed typography. Transparent facades bring natural daylight inside, blurring the boundary between building and woodland. Zones correspond to the three chapters: the origin of creative collaboration, the craftsmanship of sherry casks and distillation, and artworks by David Carson plus local creation by Chinese artist Yu Ruojie. It also houses a tasting bar, salon area and rare whisky display, finished with matte lacquer, timber and art panels to suit outdoor installation. On-site programmes include guest sharing sessions, guided whisky masterclasses, signature cocktails and collection appreciation. For marketing, the woodland art installation is highly shareable. Opening celebrity momentum kickstarts publicity, and artistic content targets premium lifestyle media and social platforms. MixC Shenzhen Bay’s high-net-worth visitors experience the brand story and flavour in person, while UGC footage fuels online diffusion. The project embodies Macallan’s idea that true mastery transcends mere technique. It connects whisky making, contemporary art and the aesthetics of time, lowering the intimidating threshold of premium spirits, engaging new cultural consumers and consolidating its leading position in luxury single malt.

品牌信息

麦卡伦 The Macallan1824 年创立于苏格兰斯佩塞德，是苏格兰最早持证蒸馏厂之一，隶属于爱丁顿集团，以雪莉橡木桶工艺为核心标识，遵循品牌六大基石理念。坚持小型壶式蒸馏器萃取菁纯酒心，酒液色泽完全来自橡木桶陈年，无人工调色。产品线覆盖经典雪莉桶、臻萃系列、和谐收藏系列等高年份单麦，兼具饮用价值与收藏属性，长期以艺术、建筑跨界的线下体验，塑造高端、克制、重视时间沉淀的烈酒品牌形象。

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