The Macallan launches interactive James Bond experience with Harrods

The Macallan launches interactive James Bond experience with Harrods

The new experience at luxury department store Harrods will promote The Macallan's James Bond 60th Anniversary Release

News | 13 Feb 2023

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The Macallan is partnering with department store Harrods on an interactive James Bond-themed experience to mark the release of its anniversary release for 007.

From 19 February for four weeks, visitors to the Knightsbridge, London store will be able to enjoy a journey through memorabilia and moments from the 007 films. It coincides with the release of The Macallan James Bond 60th Anniversary Release, a single malt presented in a collection of six limited-edition bottles to mark six decades of the Bond film franchise, which launched with Sean Connery starring as Ian Fleming's suave secret agent in Doctor No (1962).

The experience includes a timeline of original designs, concept art and storyboards from the creative process behind the Bond films – also featured on the packaging for The Macallan's commemorative whisky collection. Meanwhile, a space styled as Moneypenny's office will showcase memorabilia from the film franchise including Bond’s passport from GoldenEye (1995), his government ID as seen in Skyfall (2012), a gold bar from Goldfinger (1964) signed by Sean Connery, the inhaler belonging to Le Chiffre in Casino Royale (2006), the metal teeth of henchman Jaws from The Spy Who Loved Me (1977), and the steel-rimmed bowler hat worn by Oddjob in Goldfinger (1964). The memorabilia centrepiece will be the original Little Nellie, the compact autogyro flown by Sean Connery in You Only Live Twice (1967).

A series of similarly curated experiences, under the banner The Macallan in Cinema, will take place in select locations around the world.

Neil Skinner, director of marketing at Edrington UK, The Macallan’s brand owner, said: "The Macallan has become one of James Bond’s favoured whiskies, a reflection of his appreciation of the finer things in life. Both are the modern innovators willing to push boundaries and linked by their Scottish heritage. We’re delighted to partner with Harrods, another global icon, for the first of what we hope will be many such initiatives. Innovation and craftsmanship is at the heart of what we do, and we are thrilled to be showcasing these qualities in such a fitting and distinguished setting."

Alex Unitt, partnerships director at Harrods, said: "Harrods is proud to bring the rare and exclusive to our audience in every corner of our business and this is no exception. The level of craftsmanship and dedication to quality is remarkable at The Macallan distillery, and these are values that we hold very dear at Harrods. The interactive experience is not to be missed; we can’t wait to see it come to life for our customers to enjoy."

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