{"id":40803,"date":"2023-07-05T07:38:23","date_gmt":"2023-07-05T11:38:23","guid":{"rendered":"https:\/\/www.lifestylemag.com\/?p=40803"},"modified":"2026-05-06T13:57:05","modified_gmt":"2026-05-06T13:57:05","slug":"inauguracao-da-house-of-the-macallan-em-sao-paulo-um-destino-premium-para-os-amantes-de-whisky","status":"publish","type":"post","link":"https:\/\/lifestylemag.com\/pt-br\/inauguracao-da-house-of-the-macallan-em-sao-paulo-um-destino-premium-para-os-amantes-de-whisky\/","title":{"rendered":"Inauguration of the House of The Macallan in S\u00e3o Paulo: A Premium Destination for Whisky Lovers"},"content":{"rendered":"
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Inauguration of the House of The Macallan in S\u00e3o Paulo: A Premium Destination for Whisky Lovers<\/h1>\t\t\t\t<\/div>\n\t\t\t\t
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Discover an elegant premium whisky tasting retreat in the heart of S\u00e3o Paulo<\/em><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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S\u00e3o 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 Higien\u00f3polis was transformed into a sophisticated refuge where visitors could immerse themselves in the esteemed legacy of the Scottish distillery.<\/p>

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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.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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Casa Higien\u00f3polis, a mansion with architecture inspired by 19th-century French palaces, served as the perfect setting for this sensory journey. Located in one of S\u00e3o Paulo\u2019s most traditional neighborhoods, surrounded by landmarks of Brazilian architecture and cultural institutions, the house provided a unique environment to explore The Macallan\u2019s excellence, craftsmanship, and creativity.<\/p>

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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\u2019s whisky.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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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.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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