Diageo Travel Retail التصميم الداخلي لمتجر تجزئة by L'Atelier Five Ltd. is a highly esteemed winner of the very prestigious 2025 جائزة A' Design Award البرونزية in تصميم الفضاءات الداخلية والمعارض Competition Category.
برونزالتصميم الداخلي· 2025
Diageo Travel Retail التصميم الداخلي لمتجر تجزئة
Client: L'Atelier Five Ltd
جائزة A' Design Award البرونزية Winner in التصميم الداخلي Category
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The Design
About Diageo Travel Retail التصميم الداخلي لمتجر تجزئة
"دياجيو ترافل ريتيل" هو تصميم داخلي لمتجر ضمن متجر، صُمّم لصالة الفخامة في مطار إنتشون الدولي في سيول. تبلغ مساحة المتجر 40.12 متراً مربعاً، ويصل ارتفاع جدرانه إلى 2.7 متر. تنساب جدران نحتية مصنوعة من مادة الكوريان المشكّلة حرارياً بانحناءات رقيقة عبر الفضاء، تجسيداً لفكرة السائل الذي ينحت الحجر. ويكتمل التصميم الداخلي بالمعدن المثقّب ووحدات العرض المصمّمة خصيصاً والأثاث المخصّص. ويقود التوزيع المنحني الزوار على امتداد مسار يعرض عدداً من علامات الويسكي التجارية ضمن بيئة واحدة هادئة ومتناغمة.
The Recognition
About the جائزة A' Design Award البرونزية
Diageo Travel Retail التصميم الداخلي لمتجر تجزئة هو فائز بجائزة A' Design Award البرونزية، وهي تقدير رفيع المكانة يُمنح للتصاميم المتميزة التي تتسم بالإبداع والبراعة وحدة الذكاء. والفائزون بالبرونزية مصنوعات بارعة بوفرة ومبدعة بصورة لافتة، تؤكد الخبرة الواسعة والخيال وسعة الحيلة لدى مصمميها. ويُتوقع أن يكون Diageo Travel Retail التصميم الداخلي لمتجر تجزئة قطعة عالية التقدير ومحل إعجاب وحب، شديدة الاحترافية والابتكار. وهذا التصميم الفائز بجائزة A' Design Award البرونزية يتبنى أفضل الممارسات في الفن والعلم والتصميم والتكنولوجيا، ويتميز بعنايته بالتفاصيل. ويلبّي Diageo Travel Retail التصميم الداخلي لمتجر تجزئة الاحتياجات على أفضل وجه، ويلامس الرغبات، ويأسر المشاعر، ويستثير الفضول.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- 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. - 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.
- 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.
- Patents
- Diageo Scotland Ltd
- Team Members
- L’Atelier Five Ltd. and Diageo Scotland Ltd.
- Image Credits
- L’Atelier Five Ltd. and Diageo Scotland Ltd.
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