Japanese liquor group Suntory Global Spirits has partnered with travel retail operator Gebr Heinemann to create the first-ever permanent House of Suntory shop-in-shop in Oceania.
Situated at Heinemann Oceania’s main store in Sydney Airport Departures, the 9sq m space showcases luxury Japanese whisky and premium white spirits.
Using “subtle yet impactful” messaging, the shop-in-shop aims to create memorable interactions in the strategically important travel retail setting.
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| The House of Suntory shop-in-shop in Heinemann Oceania's Sydney Airport store |
Celebrating craftsmanship through design
Rooted in Shizen, the Japanese design principle of natural flow and organic harmony, the Sydney shop-in-shop aims to deliver a clean, modern aesthetic and facilitate seamless transitions. This simplicity elevates the overall elegance of the environment, inviting consumers on their journey to explore Japanese artistry and craftsmanship.
The space incorporates the minimalist principle of Ma – emphasising negative space to create balance and mindfulness – while Okuyuki adds depth and visual layering. A traditional Ikebana-style floral arrangement anchors the Japanese aesthetic, alongside a digital screen that displays evocative imagery of Japan.
The merchandising displays incorporate contemporary Machiya-inspired wood lattices – a tribute to the facade of the company’s first shop in Japan.
To drive footfall, high-value expressions are positioned at the entrance, while Suntory’s prestige whisky collections – Yamazaki, Hibiki and Hakushu – are featured on the left. This space showcases Suntory’s limited-edition releases, including Yamazaki 18 Years Mizunara and Hibiki’s exclusive artist collaboration with the world-renowned Japanese artist Hiroshi Senju.
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| Evocative imagery of Japan inside The House of Suntory shop-in-shop |
Visionary spirit
The right-hand side of the space spotlights craft spirits, including Toki Whisky, Roku Gin and Haku Vodka. At the rear, a dedicated sampling area and an Art of Gifting counter allow consumers to personalise a gift card with every bottle purchase.
“The unveiling of this exceptional new shop-in-shop exemplifies the visionary spirit of our partnership with Heinemann Oceania,” said Suntory Global Spirits Managing Director Travel Retail Ashish Gandham. “Meticulously crafted for Sydney International Airport, this stunning space offers an immersive journey into the artistry of luxury Japanese spirits, inspiring travellers while driving transformative growth for our category.”
Heinemann Asia Pacific Regional Purchasing Director Ranjith Menon noted: “The opening of The House of Suntory shop-in-shop at Heinemann Tax and Duty Free at Sydney International Airport reflects our shared commitment to premium, experiential retail environments. This initiative is a significant step forward in our joint ambition to drive visibility and growth within the premium spirits category in one of the most dynamic airports in the region."
