FOR IMMEDIATE RELEASE

Diageo Travel Retail Flagship Shop In Shop at Incheon International Airport Receives Prestigious Design Recognition

Diageo, in collaboration with L'Atelier Five, proudly announces that its Flagship Shop In Shop at Incheon International Airport's Luxury Terminal 2 has been awarded the Bronze A' Design Award in the Interior Space, Retail and Exhibition Design category for 2025. This accolade recognizes the store's innovative approach to retail, merging sophisticated design with interactive digital elements to create a uniquely immersive environment for travelers and whiskey enthusiasts alike.

Inspired by the artistry of whiskey making and the fluidity of liquid, the 40-square-meter space is defined by seamless Corian walls, organic curves, and refined finishes. The design draws on the warmth of copper stills and the interplay of light and shadow, evoking the elegance and depth of Diageo's premium portfolio. Every element-from bespoke furniture to sculptural surfaces-was meticulously crafted using advanced techniques such as Corian thermoforming and skilled carpentry, ensuring both durability and visual harmony.

The project, realized over four months across London, Dubai, and Seoul, overcame significant technical and creative challenges, including the precise shaping of materials and the integration of multiple brands within a cohesive, luxurious setting. The result is a retail environment that welcomes a diverse audience, offering a sensory journey through Diageo's world-renowned labels. This award-winning space not only elevates the standard for travel retail but also reflects Diageo's commitment to innovation, inclusivity, and exceptional customer experiences.

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