Diageo Travel Retail Mosebetsi o ka Sehlooho: Moralo wa Ka Hare wa Lebenkele la Thekiso by L'Atelier Five Ltd. is a highly esteemed winner of the very prestigious 2025 Moputso oa Boronse oa A' Design Award in Moralo wa Sebaka sa Ka Hare le Dipontsho Competition Category.
BoronseKa Hare· 2025
Diageo Travel Retail Mosebetsi o ka Sehlooho: Moralo wa Ka Hare wa Lebenkele la Thekiso
Client: L'Atelier Five Ltd
Moputso oa Boronse oa A' Design Award Winner in Ka Hare Category
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The Design
About Diageo Travel Retail Mosebetsi o ka Sehlooho: Moralo wa Ka Hare wa Lebenkele la Thekiso
Mongolo wa Buka: Diageo Travel Retail ke moralo wa ka hare wa lebenkele-ka-hare-ho-lebenkele o hlophisitsoeng bakeng sa terminale ea bohodi ea boema-fofane ba Machaba ba Incheon kateng Seoul. Lebenkele le akaretsa libaka tse 40.12 tsa square metres 'me le na le mabota a botelele ba 2.7 metres. Mabota a setšoantšo a entsoeng ka Corian e hlophisitsoeng ka mocheso a sobela ka bonolo ho pholletsa le sebaka seo, e latela mohopolo oa hore metsi a hlophisa lejoe. Tšepe e phunyelitsoeng, liyunithe tse ikhethang tsa pontšo le fenitjhara e ikhethileng li phethela moralo oa ka hare. Boralo ba tsela e sobehileng bo tataisa baeti ho pholletsa le tsela e hlahisang mekhoa e mengata ea whisky ka hare ho tikoloho e le 'ngoe e nang le khutso le kopano.
The Recognition
About the Moputso oa Boronse oa A' Design Award
Diageo Travel Retail Mosebetsi o ka Sehlooho: Moralo wa Ka Hare wa Lebenkele la Thekiso ke mohapi oa Moputso oa Boronse oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo e ikhethang e tsejoang ka boqapi, bohlale ba ho qapa le bohlale. Bahapi ba Boronse ke lintho tse nang le bokhoni ka ho felletseng le boqapi bo hlollang tse tiisang boiphihlelo bo bongata, mohopolo le bokhoni ba ho iphumana ba baqapi ba tsona. Diageo Travel Retail Mosebetsi o ka Sehlooho: Moralo wa Ka Hare wa Lebenkele la Thekiso e lebelletsoe ho ba ntho e hlomphuoang haholo, e ratoang le e ratehang, e nang le boprofeshenale bo bonahalang le mehopolo e mecha. Moralo ona o hapileng Moputso oa Boronse oa A' Design Award o kenyelletsa mekhoa e metle ka ho fetesisa bonong, mahlaleng, moralong le theknolojing mme o hlahella ka ho tsepamisa maikutlo lintlheng tse nyenyane. Diageo Travel Retail Mosebetsi o ka Sehlooho: Moralo wa Ka Hare wa Lebenkele la Thekiso e kutloisisa litlhoko hantle, e ama litakatso, e hapa maikutlo mme e tsosa takatso ea ho tseba.
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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