Diageo Travel Retail Ọrụ Isi: Nhazi Ime Ụlọ Ahịa Retail by L'Atelier Five Ltd.

Diageo Travel Retail Ọrụ Isi: Nhazi Ime Ụlọ Ahịa Retail by L'Atelier Five Ltd. is a highly esteemed winner of the very prestigious 2025 Ihe Nrite A' Design Award nke Bronz in Nhazi Ime Ụlọ na Ngosipụta Competition Category.

BronzIme Ụlọ· 2025

Diageo Travel Retail Ọrụ Isi: Nhazi Ime Ụlọ Ahịa Retail

by L'Atelier Five Ltd.

Client: L'Atelier Five Ltd

Ihe Nrite A' Design Award nke Bronz Winner in Ime Ụlọ Category

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The Design

About Diageo Travel Retail Ọrụ Isi: Nhazi Ime Ụlọ Ahịa Retail

Ederede Akwụkwọ: Diageo Travel Retail bụ nhazi ime ụlọ shop-in-shop e chepụtara maka ọdụ ụgbọ elu mmasị dị elu nke Incheon International Airport na Seoul. Ụlọ ahịa a gbasaa mita square 40.12 ma nwee mgbidi mita 2.7 dị elu. Mgbidi omenala nke e ji Corian a kpọrọ ọkụ (thermoformed) mee agbadagharịa nwayọọ n'ime oghere ahụ, na-esote echiche nke mmiri na-akpụzi nkume. Igwe e nwuru anwu, ihe ngosi e chepụtara pụrụ iche na akụrụngwa ime ụlọ ahịa e mere kpọmkwem mejupụtara nhazi ime ụlọ ahụ. Nhazi gbagọrọ agbagọ ahụ na-eduzi ndị njem gafere ụzọ na-egosipụta ọtụtụ ụdị whiskey n'ime otu gburugburu dị jụụ na-ejikọtakwa ọnụ.

The Recognition

About the Ihe Nrite A' Design Award nke Bronz

Diageo Travel Retail Ọrụ Isi: Nhazi Ime Ụlọ Ahịa Retail meriri A' Design Award nke Bronz, nnabata dị oke ugwu e nyere design ndị pụtara ìhè nke a ma ama maka nzụlite ihe, ọgụgụ isi na nghọta. Ndị meriri na Bronz bụ ihe e mere nke ndị nwere nka nke ukwuu ma dị mma n'imepụta nke na-egosi ahụmahụ buru ibu, echiche na ọgụgụ isi nke ndị designer ha. A na-atụ anya na Diageo Travel Retail Ọrụ Isi: Nhazi Ime Ụlọ Ahịa Retail ga-abụ ihe a na-asọpụrụ nke ukwuu, a na-eto na a hụrụ n'anya, nke dị oke ọrụ ma dị ọhụrụ. Design a meriri A' Design Award nke Bronz na-agụnye ụzọ kacha mma n'ime nka, sayensị, design na teknụzụ, ma dị mma nke ukwuu maka nlebara anya ya n'obere ihe. Diageo Travel Retail Ọrụ Isi: Nhazi Ime Ụlọ Ahịa Retail na-emezu mkpa nke ọma, na-emetụ ọchịchọ aka, na-adọrọ mmetụta obi ma na-adọta ọchịchọ ịmara.

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.