Diageo Travel Retail Interior Design by L'Atelier Five Ltd. |
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| DESIGN NAME: Diageo Travel Retail PRIMARY FUNCTION: Interior Design 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. UNIQUE PROPERTIES / PROJECT DESCRIPTION: 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. OPERATION / FLOW / INTERACTION: 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. PROJECT DURATION AND LOCATION: 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 FITS BEST INTO CATEGORY: Interior Space and Exhibition Design |
PRODUCTION / REALIZATION TECHNOLOGY: Corian Thermoforming Carpentry skilled Wielding perforated metal Bespoke glorifiers and furniture pieces SPECIFICATIONS / TECHNICAL PROPERTIES: 40.12 meter square 2.7M tall walls TAGS: Luxury, Liquid, Whiskey, Fluid, Natural, Travel Retail, Diageo, Shop in Shop RESEARCH ABSTRACT: 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. 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. ADDED DATE: 2025-02-03 06:10:40 TEAM MEMBERS (1) : L’Atelier Five Ltd. and Diageo Scotland Ltd. IMAGE CREDITS: L’Atelier Five Ltd. and Diageo Scotland Ltd. PATENTS/COPYRIGHTS: Diageo Scotland Ltd |
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NAME: L'Atelier Five Ltd PROFILE: We are a multidisciplinary design, project management and production studio based in London and Dubai. We take initial thoughts and translate them into bespoke branded experiences worldwide. Founded by Managing Director, Saina Attaoui in 2015, L’Atelier Five partners with luxury brands to create bespoke activations & experiences. With a reputable creative approach, L’Atelier Five explores each brand’s DNA and strategically elevates their visual identity, retail concept, and customer journey. |
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Diageo Travel Retail Interior Design by L'atelier Five Ltd is Winner in Interior Space and Exhibition Design Category, 2024 - 2025.· Read the interview with designer L'Atelier Five Ltd. for design Diageo Travel Retail here.· Press Members: Login or Register to request an exclusive interview with L'Atelier Five Ltd.. · Click here to register inorder to view the profile and other works by L'Atelier Five Ltd.. |
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