RETAIL Activation

Brief

The Macallan wanted to create an unmissable retail presence at Selfridges London during November and December 2024, showcasing two seasonal releases: The Macallan Harmony IV in partnership with Cirque du Soleil, and the limited-edition A Night on Earth Jerez.

The brief was to design and deliver premium in-store displays that told each product’s unique story while driving sales during the busy gifting period. Alongside the creative builds, Wilde Toast were asked to provide a gift-wrapping station and sampling team, ensuring shoppers not only discovered the editions but engaged with the brand in a meaningful, high-touch way.

Delivery

Wilde Toast designed and produced two striking activations that blended immersive storytelling with retail impact. For November’s Harmony IV release, we created a bespoke behind-the-till display in Selfridges’, incorporating Cirque du Soleil’s illustrations, a 3D oak tree trunk, gilded golden leaves, and The Macallan’s iconic pink ring. This layered design showcased the product while celebrating the brand’s artistry and heritage.

In December, we unveiled the A Night on Earth Jerez activation, introducing a dramatic column display on the Selfridges shop floor. Featuring bespoke tile artwork by Jerez-born artist María Melero, Spanish-inspired arches, and rock formations, the installation evoked the spirit of Andalusia. A dedicated gift-wrapping station and sampling team brought added value, offering complimentary wrapping and guided tastings that encouraged trial and purchase.

The results were exceptional: 1,098 samples, 117 gift wraps completed, and 169 bottles sold, with a 28% conversion from sample to purchase. Sales uplifted by 174% compared to December 2023, proving the impact of creative design combined with immersive consumer engagement.