AUSTRALIA. Suntory Global Spirits has partnered with Heinemann Oceania to unveil the brand’s permanent The House of Suntory shop-in-shop in Oceania.
Located within the main Heinemann store at Sydney Airport Departures, the 9sq m area offers an engaging consumer experience while showcasing The House of Suntory’s Japanese whisky and premium white spirits portfolio.
The shop-in-shop brings The House of Suntory’s craftsmanship and heritage to life through immersive storytelling with messaging that aims to increase brand awareness, educate shoppers and drive conversion.
The design is centred on simplicity and balance, drawing inspiration from Shizen (the Japanese design principle of natural flow and organic harmony).
Ma – the concept of intentional negative space – is incorporated to create balance and mindfulness, while Okuyuki introduces depth and visual layering. A traditional Ikebana-style floral arrangement anchors the Japanese aesthetic, complemented by a digital screen displaying imagery of Japan.
Natural wood finishes, soft lighting and tactile materials combine to create a warm atmosphere. Displays feature contemporary Machiya-inspired (traditional wooden houses found in Kyoto) wooden lattices, paying homage to the façade of The House of Suntory’s first retail store in Japan.
According to the partners, the layout was created to guide travellers through the portfolio in an intuitive way. Prestige expressions are positioned at the entrance to attract attention, while the left-hand side showcases the brand’s luxury whisky range with a focus on Yamazaki, Hibiki and Hakushu.
This area also features a curated selection of limited-edition releases, such as Yamazaki 18 Years Mizunara and the recently launched Hibiki x Hiroshi Senju artist collaboration.
The right-hand side of the shop-in-shop showcases The House of Suntory’s portfolio of craft spirits, including Toki Whisky, Roku Gin and Haku Vodka.
A dedicated sampling counter offers tastings, complemented by an Art of Gifting station where customers can personalise a gift card with each bottle purchase.
Heinemann Asia Pacific Regional Purchasing Director Ranjith Menon commented, “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.”
“The unveiling of this exceptional new shop-in-shop exemplifies the visionary spirit of our partnership with Heinemann Oceania,” added 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.” ✈
