Diageo Travel Retail Kev Tsim Qauv Sab Hauv Khw Muag Khoom by L'Atelier Five Ltd.

Diageo Travel Retail Kev Tsim Qauv Sab Hauv Khw Muag Khoom by L'Atelier Five Ltd. is a highly esteemed winner of the very prestigious 2025 A' Design Award Tooj in Tsim Chav Sab Hauv thiab Kev Nthuav Qhia Competition Category.

ToojSab Hauv· 2025

Diageo Travel Retail Kev Tsim Qauv Sab Hauv Khw Muag Khoom

by L'Atelier Five Ltd.

Client: L'Atelier Five Ltd

A' Design Award Tooj Winner in Sab Hauv Category

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Verified Award Winner

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Colors

The Design

About Diageo Travel Retail Kev Tsim Qauv Sab Hauv Khw Muag Khoom

Diageo Travel Retail yog ib qhov khw-hauv-khw uas tsim los rau qhov chaw sab hauv ntim khoom kim heev ntawm Incheon International Airport hauv Seoul. Lub khw npog thaj chaw 40.12 metos square thiab muaj phab ntsa siab 2.7 metos. Cov phab ntsa muaj duab kos zoo nkauj ua los ntawm Corian uas raug ua kub thiab hloov duab, nkhaus mus los thoob plaws qhov chaw raws li lub tswv yim ntawm cov dej ntws tsim duab pob zeb. Hlau muaj qhov, cov thawv pom khoom tsim tshwj xeeb, thiab cov rooj tog tsim tshwj xeeb ua kom tiav qhov chaw sab hauv. Tus qauv nkhaus coj cov neeg tuaj xyuas mus raws ib txoj kev uas qhia txog ntau hom whiskey sab hauv ib qhov chaw uas muaj kev sib xws thiab kaj siab ua ke.

The Recognition

About the A' Design Award Tooj

Diageo Travel Retail Kev Tsim Qauv Sab Hauv Khw Muag Khoom yog tus yeej ntawm A' Design Award Tooj, ib qho kev lees paub muaj meej mom heev uas muab rau cov qauv tsim tshwj xeeb uas txawv los ntawm kev tsim tshiab, kev txawj tsim thiab kev ntse. Cov neeg yeej Tooj yog cov khoom muaj txuj ci heev thiab tsim tshiab heev uas ua pov thawj txog kev paub ntau, kev xav thiab kev txawj ua ntawm cov kws tsim qauv. Diageo Travel Retail Kev Tsim Qauv Sab Hauv Khw Muag Khoom xav tias yuav yog ib qho khoom uas neeg hwm, qhuas thiab hlub, uas tshaj lij heev thiab tsim tshiab. Cov qauv tsim yeej A' Design Award Tooj no siv cov kev coj ua zoo tshaj plaws ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis thiab zoo heev vim nws saib xyuas cov ntsiab lus. Diageo Travel Retail Kev Tsim Qauv Sab Hauv Khw Muag Khoom ua tau raws li cov kev xav tau zoo kawg, kov cov kev xav, ntxias cov kev xav thiab txhawb kev xav paub.

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.