Bronze Interior Space and Exhibition Design · 2025
Diageo Travel Retail Interior Design
- A' Design Award 2025 Bronze Winner in Interior Space and Exhibition Design
- Awarded April 15, 2025
- CLIENT: L'Atelier Five Ltd
- Estimated Number of Design Views: 12,195
- Verification code AA5EA49B69 · Verify this award
About Diageo Travel Retail Interior Design
Diageo Travel Retail is a shop-in-shop interior designed for the luxury terminal of Incheon International Airport in Seoul. The store covers 40.12 square meters and has walls 2.7 meters tall. Sculptural walls made of thermoformed Corian curve gently through the space, following the idea of liquid shaping stone. Perforated metal, bespoke display units and custom furniture complete the interior. The curved layout guides visitors along a route that presents several whiskey brands within one calm and unified environment.
This interior design environment exemplifies contemporary approaches to luxury retail spatial design, where architectural form becomes subservient to merchandise presentation while simultaneously elevating the act of browsing into aesthetic experience, situating itself within traditions of high-end commercial interior design that emerged in the late twentieth century and have evolved to emphasize experiential dimension alongside transactional function. The compositional achievement here manifests in the sophisticated balance between sculptural architectural intervention and functional display requirements, with curved pedestals and platforms creating rhythmic spatial punctuation that guides circulation while establishing visual hierarchy through scale variation and strategic placement, the central circular tiered display functioning as gravitational anchor around which the entire spatial experience organizes itself. Chromatic restraint characterizes the architectural palette, with warm neutral tones establishing calm, uncompetitive backdrop against which product packaging and liquid color within bottles can assert visual presence, while carefully calibrated accent colors—the deep navy of decorative panels, vibrant orange of promotional elements—provide sufficient chromatic energy to enliven the space without overwhelming the merchandise that constitutes the environment's raison d'être. Technical facility evident in the execution suggests collaboration between interior architects, lighting designers, and millwork specialists, with the seamless integration of display systems into architectural envelope, the precise coordination of lighting to merchandise arrangement, and the sculptural refinement of curved forms indicating substantial design development and construction expertise. The spatial narrative appears to celebrate heritage, craftsmanship, and curated selection, with the decorative scrollwork panel evoking traditional ornament and established provenance while the pristine contemporary architectural vocabulary suggests innovation and contemporary relevance, creating dialogic tension between historical reference and present-moment sophistication. Lighting design merits particular attention, as the layered approach—ambient ceiling fixtures establishing baseline visibility, focused accents activating central presentation, integrated shelf illumination creating atmospheric glow within wall niches—demonstrates understanding of how illumination shapes spatial perception and merchandise legibility, the overall effect suggesting natural daylight clarity that enhances both spatial reading and product appreciation. One observes how the environment negotiates the threshold between gallery-like contemplative space and commercial transaction zone, inviting viewers to consider how contemporary retail design increasingly borrows from museum display strategies, elevating consumer goods into objects worthy of aesthetic consideration while maintaining the fundamental imperative of encouraging acquisition and purchase.
Press Kit
- Unique Properties
- Diageo, the global leader in premium alcoholic beverages, proudly opens its latest Flagship Shop In Shop at the prestigious Luxury Terminal 2 of Incheon International Airport, Seoul. This exclusive store offers travellers an immersive journey into the world of luxury, housing an impressive collection of Diageo’s finest brands in a space designed to elevate the retail experience.
- Dimensions & Packaging
- 40.12 meter square
2.7M tall walls - Tags
- Luxury, Liquid, Whiskey, Fluid, Natural, Travel Retail, Diageo, Shop in Shop
- Production Technology
- Corian Thermoforming
Carpentry skilled
Wielding perforated metal
Bespoke glorifiers and furniture pieces - Design Challenge
- While using innovative materials like thermoformed Corian to achieve seamless, organic curves. Realizing this ambitious design within a tight deadline presented significant challenges, as the space was conceived as a permanent fixture that needed to accommodate multiple brands while maintaining a cohesive, luxurious feel.
Thermoforming Corian was particularly complex, requiring precise heating and shaping to achieve smooth, flowing forms without compromising durability or finish. Despite these technical hurdles, the design team ensured the material reflected the elegance and refinement of the whiskey-making process.
The store’s vision also had to balance tradition with inclusivity. While South Korea’s whiskey market has historically been dominated by older men, the space was designed to attract a broader audience. By combining timeless craftsmanship with modern luxury, the store offers an immersive experience that resonates with both seasoned enthusiasts and new consumers. It successfully unifies multiple brands under one cohesive, high-end environment, setting a new standard for whiskey retail. - Project Duration
- 4 months from start to finish.
London design 1 month
Dubai for researching production 1 month
South Korea for build in April 2024 2 months - Operation Flow
- As you enter, the design naturally guides you on a journey, where every curve and surface feels intentional and welcoming. The flow of the space is inspired by the movement of water, creating a sense of calmness as you explore. The sculptural walls, crafted from seamless Corian, curve gently around the space, drawing you in with their organic shapes. It’s like walking through a living sculpture, each turn offers a new perspective, revealing products in an ever-evolving way, much like the way light plays across the surface of water.
- Research
- The design of Diageo’s flagship store at Incheon Airport is deeply inspired by the materials, processes, and traditions of whiskey making. Drawing from the iconic craftsmanship of Scottish distilleries, the concept reflects the beauty of copper stills, the flowing nature of liquid, and the rich heritage behind whiskey production. Copper’s warmth and natural patina were central to the inspiration, symbolizing both tradition and timeless elegance.
The organic, curved shapes of the space are influenced by the fluidity of whiskey itself, it's smooth movement and the way it interacts with glass and stone. This idea of liquid shaping stone became a key metaphor, leading to the exploration of materials that could replicate the visual and tactile qualities of something softened and sculpted by liquid over time.
Additionally, the design reflects the luxurious essence of Diageo’s portfolio by emphasizing sensory richness. The interplay of light and shadow, inspired by the way whiskey catches and refracts light, became a core conceptual driver. The vision was to evoke the feeling of immersion within a premium whiskey making process, creating a connection between the materials and the heritage of the craft. Every choice, from the curved forms to the material finishes, aimed to mirror the elegance, refinement, and depth of the whiskey experience itself. - Inspiration
- Seamlessly blending contemporary design with digital interactivity, the Diageo Flagship Shop In Shop offers a sophisticated yet relaxing shopping environment. Sleek textures, refined finishes, and organic curvature dominate the design language, setting the tone for an indulgent exploration of the brand’s portfolio.
- Image Credits
- L’Atelier Five Ltd. and Diageo Scotland Ltd.
- Patents
- Diageo Scotland Ltd
Colors of Diageo Travel Retail Interior Design
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