Glenmorangie has taken up residence at Madrid Airport this spring, with a boldly creative immersive experience designed to inject joy into any journey
21 April, 2023
In partnership with
If your spring travel mood board doesn't already feature a mid-transit complimentary hand and face massage, tumbler of something sunny and airmail-letter-blue Madrileño skies, you might want to rethink it.
This month, in the Spanish capital's Adolfo Suárez Madrid-Barajas Airport, savvy travellers are dodging the tired toddlers and duty-free crowds and making a beeline for a pleasure-driven immersive experience conjured up by the creatives at Moët Hennessy Travel Retail Europe. There, in a scene redolent of one of Madrid's high-octane rooftop bars, visitors are welcomed to a barber shop set-up decked out in the whisky's signature orange. They are invited to sit down and unwind while reading the Glenmorangie magazine, learning more about the maison while soaking up an unexpected moment of tranquillity.
And it's not just tastings up for grabs at the transportive Madrid Airport activation. Ensconced in front of a mirror embellished with the words "you are delicious and wonderful", visitors will also be offered a free face or hand massage more evocative of a five-star spa than a busy travel hub, making for a magical respite from any journey.
The playful tableau was inspired by a scene from a technicolour film shot by legendary British fashion photographer Miles Aldridge, who collaborated with Glenmorangie on the brand's high-profile "It's Kind of Delicious and Wonderful" campaign. Five further activations are to follow, bringing hot-air balloons to Istanbul Airport and greenhouse experiences to Paris Charles de Gaulle, London Heathrow, London Luton and Edinburgh airports.
Helping people to find moments of pleasure amid their often-frantic lives is the driving force behind all six of the Glenmorangie-fuelled sensory playgrounds, which also serve to celebrate the kind of indulgences large and small that we found ourselves pining for when the pandemic put a halt to travel and social plans.
Whether you're hitting hip Madrileño watering holes such as La Dichosa and De Vinos, heading to your local park for a picnic, or simply sinking into the bath at the end of a hectic day, Glenmorangie promises to make the moment special. Try it for yourself this spring in the comfort of a barber's chair in the Madrid Airport pop-up, pausing to enjoy some TLC en route to your gate, or anytime else you want to add a little extra happiness to your day. Roll over, Aperol. Our new orange crush is ready for takeoff.
