INDIA. Suntory Global Spirits and Delhi Duty Free opened an immersive, engaging shop-in-shop at Delhi Indira Gandhi International Airport Terminal 3 departures on 19 December.
The partners said in a statement: “The collaboration elevates travel retail to new heights by integrating the artistry of Suntory’s renowned spirits with Delhi Duty Free’s unparalleled expertise in creating premium shopping experiences. Together, they are setting a new benchmark for luxury and innovation in the Indian duty-free space.”
The Suntory shop-in-shop offers an experience rooted in three pillars that channel the spirit of Yatte Minahare – ambition that dares to dream big and embrace new challenges. The design is:
- Inspired by harmony with Japanese nature
- Elevated by Japanese craftsmanship (Monozukuri)
- Conceived to be enjoyed as an authentic Japanese cultural experience (Omotenashi)
Kigumi – the traditional Japanese craft of jointing wood – is a key design feature of the space. A floor-to-ceiling Kigumi wooden lattice structure showcases the House of Suntory’s full portfolio, including rare, aged luxury whisky expressions from Yamazaki, Hakushu and Hibiki whiskies.
The main circular digital display screen is inspired by the rounded windows of traditional Japanese architecture. Known as Marumado or Yoshinomado, these are usually created to provide a beautiful view, typically of a garden or outside space.
- At the entrance, three podiums rest upon a Zen Garden, showcasing the Yamazaki and Hakushu bottles. Each design reflects the collaboration between the House of Suntory and Chiso Kimono House. An interactive iPad accompanies the display, inviting shoppers to explore the story behind the collaboration.
- Positioned at the heart of the space, there is a gondola that offers a dual experience:
- One side features an immersive digital content introducing shoppers to the House of Suntory’s portfolio, including Yamazaki, Hibiki, Toki, Roku Gin and Haku vodka.
- The other side highlights ‘The Art of Japanese Gifting’, featuring Kandji cards with Shodo, the traditional Japanese art of calligraphy. Travellers can also personalise these Kandji cards by adding a letter or a Shodo, creating keepsakes that celebrate Japanese culture and craftsmanship—and that work well for gifting.
- The House of Suntory Wall Bay displays the whole range of the House of Suntory portfolio, including rare and aged luxury whiskies like Yamazaki, Hakushu and Hibiki.
Suntory Global Spirits Managing Director Global Travel Retail Ashish Gandham said: “Our partnership with Delhi Duty Free to launch the Suntory shop-in-shop represents our commitment to bringing premium spirits to one of the world’s most dynamic airports. This collaboration creates an elevated space where travellers can experience the rich legacy of Suntory and the art of Japanese whisky. Together, we are creating a premium, interactive environment that reflects our shared vision of offering experiences tailored to the preferences of today’s discerning consumers.”
Delhi Duty Free CEO Ashish Chopra said: “Delhi Duty Free has always been at the forefront of delivering exceptional experiences to travellers. Partnering with Suntory, a global icon of excellence, enables us to offer a unique journey that celebrates heritage, innovation, and the spirit of luxury. This is a proud moment for us as we redefine what it means to shop in a duty-free space.”
The partners said the collaboration is “a testament to the potential of travel retail as a platform for storytelling, innovation and customer engagement. By bringing Suntory’s rich heritage to life in India’s largest duty-free retailer, this partnership sets a new global standard.”
