William Grant & Sons

William Grant & Sons First Luxury Retail Concept

The task

We were invited by William Grant & Sons GTR to develop their first luxury retail concept. Debuting in partnership with Shinsegae Duty Free, at Incheon International Airport Terminal 2, the 30 sq.m. flagship space incorporates Korean cultural elements to deliver a sophisticated sense of place for discerning whisky shoppers.


Retail Strategy

Concept Creation

Customer Journey

Retail Design

Digital Strategy

Interaction Design

Content Creation

Digital Development


Production Consultancy

Circle Square brand device

The store's gallery-style backdrop showcases Glenfiddich and The Balvenie collections, including rare and aged single malt liquids, within wall-bays designed to highlight each brands visual identities. At the entrance, sculptural display podiums hero the exceptional high-end collections, whilst  alongside sits an in-store activation podium, which will be regularly refreshed throughout the year to offer newness and excitement for travelling consumers.

To celebrate The Balvenie Rare Marriages collection, which exemplifies the brand's dedicated to the art and skill of whisky making, the wall-bay incorporates a gallery wall showcasing a unique handcrafted art piece; adding further cultural depth to the store experience for travellers.

The shop-in-shop concept puts an emphasis on gifting, collectibility and service; this is encapsulated within the ‘Art of Gifting’ experience at the heart of the store. The central gifting podium bar allows passengers to customise their purchases with exclusive Korean ‘Noriage’ charms and personalised engraving service.

To further elevate the experience, Brand Ambassadors guide travellers through the gallery, and assist in selecting their perfect whisky. A range of interactive digital touchpoints, including lift-and-learn education tool are designed to highlight the legacy and craftsmanship of selected Glenfiddich and The Balvenie whiskies and build a stronger connection with consumers. We are proud to hear, that since launch, the store has received accolades from the brands, retailer and customers alike.

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