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The House of
Suntory partners with Heinemann Oceania
to unveil landmark shop-in-shop at
Sydney airport departures.
Suntory Global Spirits has joined forces
with Heinemann Oceania to launch the
first permanent House of Suntory
shop-in-shop in Oceania. Situated within
the main Heinemann store at Sydney
Airport Departures, the 9-square-metre
boutique showcases the brand’s
collection of luxury Japanese whiskies
and premium white spirits.
Designed to provide an immersive and
refined experience, the space celebrates
The House of Suntory’s craftsmanship and
heritage through engaging storytelling.
With thoughtful and elegant messaging,
the new shop-in-shop seeks to deepen
brand awareness, educate travellers, and
inspire trial and purchase, all while
creating memorable interactions in a key
travel retail destination.
Celebrating craftsmanship through design
Inspired by Shizen—the Japanese design
philosophy of natural flow and organic
harmony—the Sydney installation has been
carefully crafted to deliver a sleek,
contemporary aesthetic with seamless
spatial transitions. This understated
elegance enhances the environment’s
sophistication, inviting travellers to
experience the artistry and
craftsmanship of Japan.
The design embraces the minimalist
principle of Ma, emphasizing purposeful
negative space to evoke balance and
mindfulness, while Okuyuki adds depth
and visual layers. A traditional
Ikebana-style floral display anchors the
Japanese aesthetic, complemented by a
digital screen featuring evocative
imagery of Japan.
Natural materials, light woods, and soft
illumination combine to create a warm,
welcoming atmosphere that encourages
discovery. The merchandising features
modern Machiya-inspired wooden
lattices—a nod to the facade of The
House of Suntory’s first shop in Japan.
Enhancing the shopper experience
The layout has been strategically
designed to guide travellers through The
House of Suntory’s portfolio.
High-value expressions greet visitors at
the entrance, drawing attention and
engagement. To the left, the brand’s
prestige whisky collections—Yamazaki,
Hibiki, and Hakushu—are prominently
displayed, including a rotating showcase
of rare and limited-edition releases
such as Yamazaki 18 Years Mizunara and
Hibiki’s exclusive collaboration with
acclaimed Japanese artist Hiroshi Senju.
The right-hand section highlights The
House of Suntory’s craft spirits,
featuring Toki Whisky, Roku Gin, and
Haku Vodka. At the rear, guests will
find a dedicated tasting zone and an Art
of Gifting counter, offering the
opportunity to personalise a gift card
with each bottle purchase.
"The unveiling of this exceptional new
shop-in-shop exemplifies the visionary
spirit of our partnership with Heinemann
Oceania," commented 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
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."
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