Diageo Travel Retail Thiết Kế Nội Thất Bán Lẻ by L'Atelier Five Ltd.

Diageo Travel Retail Thiết Kế Nội Thất Bán Lẻ by L'Atelier Five Ltd. is a highly esteemed winner of the very prestigious 2025 A' Design Award Đồng in Thiết kế Không gian Nội thất và Triển lãm Competition Category.

ĐồngNội thất· 2025

Diageo Travel Retail Thiết Kế Nội Thất Bán Lẻ

by L'Atelier Five Ltd.

Client: L'Atelier Five Ltd

A' Design Award Đồng Winner in Nội thất Category

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Colors

The Design

About Diageo Travel Retail Thiết Kế Nội Thất Bán Lẻ

Diageo Travel Retail là không gian nội thất shop-in-shop được thiết kế cho khu vực nhà ga hàng xa xỉ của Sân bay Quốc tế Incheon tại Seoul. Cửa hàng có diện tích 40,12 mét vuông với các bức tường cao 2,7 mét. Những bức tường điêu khắc làm từ Corian định hình nhiệt uốn lượn nhẹ nhàng xuyên suốt không gian, theo ý tưởng về chất lỏng tạo hình đá. Kim loại đục lỗ, các đơn vị trưng bày thiết kế riêng và nội thất tùy chỉnh hoàn thiện không gian nội thất. Bố cục uốn cong dẫn dắt khách tham quan theo một lộ trình giới thiệu nhiều thương hiệu rượu whiskey trong một môi trường tĩnh lặng và thống nhất.

The Recognition

About the A' Design Award Đồng

Diageo Travel Retail Thiết Kế Nội Thất Bán Lẻ là người chiến thắng giải thưởng A' Design Award Đồng, một sự công nhận vô cùng danh giá dành cho các thiết kế xuất sắc nổi bật về sự sáng tạo, tài khéo léo và sự sắc sảo. Những người chiến thắng giải Đồng là những hiện vật rất điêu luyện và sáng tạo ấn tượng, xác thực kinh nghiệm phong phú, trí tưởng tượng và sự tháo vát của các nhà thiết kế. Diageo Travel Retail Thiết Kế Nội Thất Bán Lẻ được kỳ vọng là một vật phẩm được đánh giá cao, ngưỡng mộ và trân trọng, chuyên nghiệp và đổi mới đáng chú ý. Thiết kế chiến thắng giải thưởng A' Design Award Đồng này tích hợp các thực hành tốt nhất trong nghệ thuật, khoa học, thiết kế và công nghệ, và xuất sắc nhờ sự chú ý đến chi tiết. Diageo Travel Retail Thiết Kế Nội Thất Bán Lẻ thỏa mãn nhu cầu một cách tuyệt vời, chạm đến ham muốn, làm say mê cảm xúc và thu hút sự tò mò.

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.