Qatar Duty Free brings the Spirit of Formula 1 to Hamad International Airport

Qatar Duty Free (QDF) has unveiled a striking airport-wide celebration of Formula 1 at Hamad International Airport, welcoming fans from across the world as Qatar prepares for this year’s Grand Prix.

The retailer has rolled out an airport wide takeover, featuring Formula 1 inspired installations and branded showcases supported by a line-up of exclusives that carry the race-week atmosphere into the passenger journey.

This year’s line-up builds on QDF’s commitment to creating meaningful touchpoints that turn travel time into discovery. From the show car reveal to racing inspired pop-ups from leading global brands, the experience highlights QDF’s ambition to elevate airport retail, shaping Hamad International Airport into a destination where global sport meets world class retail on an international stage.

The excitement began with the reveal of a full Formula 1 show car and slogan lightbox in front of the iconic Lamp Bear – an eye-catching installation designed to spark excitement among fans arriving in Doha for race week. Across the terminal, brand partners have joined QDF in bringing the spirit of Formula 1 to life through high impact showcases tailored for race week. Glenfiddich and Aston Martin have unveiled their first collaborative display, “Timeless Apart, Iconic Together”, featuring travel retail exclusive malts alongside special gifts with purchase, such as branded caps and an Aston Martin F1 helmet.

Jack Daniel’s has introduced its McLaren limited-edition bottle within a bold showcase that includes a full driver uniform, a branded helmet, and an interactive wire sculpture game that forms a 3D F1 circuit. Velo has launched a McLaren-themed installation anchored by a car simulator and supported by promotions on its limited edition SKU, while Givenchy has revealed a podium style activation for the Gentleman Society collection, complete with an F1 simulator and a spotlight on brand ambassador Pierre Gasly.

Snickers adds to the momentum with a pit-stop themed experience, and KitKat will introduce a full Formula 1 takeover across all Day2Day stores.

To build on the atmosphere across the airport, the Formula 1 Store has now officially opened at Hamad International Airport, replacing the former Rugby Store and offering a curated selection of official merchandise from Puma and Adidas. The new store provides fans with the chance to purchase apparel and accessories as they travel through Doha during one of the most exciting sporting weeks of the year.

Commenting on the initiative, Thabet Musleh, Qatar Airways Group Chief Retail & Hospitality Officer, said, “Formula 1 brings extraordinary energy to Qatar, and we’re proud to bring that spirit into the airport at a moment when the world is watching. Our goal was to create an experience that meets fans the moment they arrive by offering them something memorable and worthy of a global stage. At Qatar Duty Free, experiencentricity guides everything we do. These activations are designed to enrich the journey and give travelers a sense of place and excitement that stays with them. We’re delighted to welcome race-week visitors to Hamad International Airport and look forward to delivering an unforgettable experience for all travelers.”