Diageo Travel Retail Hoahoa Roto mō te Toa Hokohoko nā L'Atelier Five Ltd.

Ko te hoahoa Diageo Travel Retail Hoahoa Roto mō te Toa Hokohoko nā L'Atelier Five Ltd. he kaitoa whakahirahira o te 2025 A' Design Award Parahi i te Wāhanga Whakataetae Hoahoa Roto Whare me te Whakaaturanga.

ParahiRoto Whare· 2025

Diageo Travel Retail Hoahoa Roto mō te Toa Hokohoko

nā L'Atelier Five Ltd.

Kiritaki: L'Atelier Five Ltd

Kaitoa o te A' Design Award Parahi i te Wāhanga Roto Whare

12,929

Kaitoa Tohu Manatokohia

Manatokohia te Tūnga Tohu mō #167830

Torohia te Pae Tirohia i te A' Design Award Pānui Pāpāho Tohu Tohu

Ngā Tae

Te Hoahoa

Mō Diageo Travel Retail Hoahoa Roto mō te Toa Hokohoko

Ko Diageo Travel Retail he hoahoa roto toa-i-roto-i-te-toa i whakaritea mō te teihana rawa nui o te taunga rererangi ā-ao o Incheon i Seoul. E 40.12 mita tapawha te horahanga o te toa, ā, e 2.7 mita te teitei o ōna pakitara. Ko ngā pakitara whakairo, hangaia mai i te Corian whakaahua-wera, e piko ngāwari haere ana puta noa i te wāhi, e whai ana i te ariā o te wai e whakaahua ana i te kōhatu. Ko te rino kohao, ngā whāriki whakaatu ritenga-motuhake me ngā taonga rāwaho tautuhi motuhake e whakaoti ana i te roto. Ko te whakatakotoranga piko e ārahi ana i ngā manuhiri i te huarahi e whakaatu ana i te maha o ngā waitohu wiki i roto i te kotahi taiao rangimārie, kotahi tonu.

Te Whakamihi

Mō te A' Design Award Parahi

Ko Diageo Travel Retail Hoahoa Roto mō te Toa Hokohoko te toa o te A' Design Award Parahi, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa kōeke e tohua ana mā te auaha, te mahi mōhio me te whakaaro hōhonu. Ko ngā toa Parahi he mahi pukenga e rite ana, he auaha mīharo, e whakatūturu ana i te wheako nui, te whakaaro me te mōhio-ā-ringa o ā rātou kaihoahoa. E tūmanakohia ana ko Diageo Travel Retail Hoahoa Roto mō te Toa Hokohoko he taonga whakanuia, whakamīharotia, aroha nui, he ngaio, he auaha hoki. Ko tēnei hoahoa i toa i te Parahi e whakauru ana i ngā tikanga pai rawa i te toi, te pūtaiao, te hoahoa me te hangarau, ā, he tino mīharo ki ngā taipitopito. Ka whakatutuki a Diageo Travel Retail Hoahoa Roto mō te Toa Hokohoko i ngā hiahia, ka pā ki ngā hiahia, ka whakaoho i ngā kare-ā-roto, ā, ka kume i te pākiki.

I Muri i te Hoahoa

Kete Pāpāho

Ngā whakamihi, ngā mema o te rōpū me ngā taipitopito hangarau i whakaratohia e te kaihoahoa.

Āhuatanga Motuhake: 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.
Inenga & Pēketanga: 40.12 meter square
2.7M tall walls
Tūtohu: Luxury, Liquid, Whiskey, Fluid, Natural, Travel Retail, Diageo, Shop in Shop
Hangarau Whakanao: Corian Thermoforming
Carpentry skilled
Wielding perforated metal
Bespoke glorifiers and furniture pieces
Wero Hoahoa: 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.
Rangahau: 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.
Whakaaweawe: 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.
Roanga o te Kaupapa: 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
Rerenga Mahi: 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.
Pātene: Diageo Scotland Ltd
Ngā Mema o te Rōpū: L’Atelier Five Ltd. and Diageo Scotland Ltd.
Whakamana Whakaahua: L’Atelier Five Ltd. and Diageo Scotland Ltd.