The House of Suntory partners with Heinemann Oceania to unveil landmark shop-in-shop

Suntory Global Spirits has partnered with Heinemann Oceania to create the first-ever permanent House of Suntory shop-in-shop in Oceania. Located within the main Heinemann store in Sydney Airport Departures, the 9-square-meter space showcases the company’s luxury Japanese whisky and premium white spirits portfolio.

Designed to offer a rich and engaging experience, this premium space showcases The House of Suntory’s craftsmanship and heritage through educational storytelling. Using subtle yet impactful messaging, the new shop-in-shop aims to build brand awareness, educate visitors and drive trial and conversion, while creating memorable interactions within a strategically important travel retail setting.

Celebrating craftsmanship through design

Rooted in Shizen, the Japanese design principle of natural flow and organic harmony, the Sydney shop-in-shop has been thoughtfully constructed to deliver a clean, modern aesthetic, and facilitate seamless transitions. This intentional simplicity elevates the overall elegance of the environment, inviting consumers on their journey to explore Japanese artistry and craftsmanship.

The space incorporates the minimalist principle of Ma – emphasizing intentional ‘negative space’ to create balance and mindfulness – while Okuyuki adds depth and visual layering. A traditional Ikebana-style floral arrangement anchors the clear Japanese aesthetic, alongside a digital screen that displays evocative imagery of Japan.

Light woods, natural materials and soft lighting come together to create a warm and inviting ambience that encourages visitors to linger and explore. The merchandising displays incorporate contemporary Machiya-inspired wood lattices – a tribute to the facade of the company’s first shop in Japan.

Enhancing the shopper experience

The shop-in-shop layout has been carefully planned to guide shoppers through The House of Suntory portfolio.

High-value expressions are positioned at the entrance to drive footfall, while The House of Suntory’s prestige whisky collections – notably Yamazaki, Hibiki and Hakushu – are featured on the left. This space will showcase a curated selection of The House of Suntory’s latest and upcoming limited-edition releases, including Yamazaki 18 Years Mizunara and Hibiki’s exclusive artist collaboration with the world-renowned Japanese artist, Hiroshi Senju.

The right-hand side of the space spotlights the company’s portfolio of craft spirits, including Toki Whisky, Roku Gin and Haku Vodka. At the rear, there is a dedicated sampling area, and an ‘Art of Gifting’ counter that allows consumers to personalize a gift card with every bottle purchase.

“The unveiling of this exceptional new shop-in-shop exemplifies the visionary spirit of our partnership with Heinemann Oceania,” comments 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 travelers while driving transformative growth for our category.”

Heinemann Asia Pacific Regional Purchasing Director Ranjith Menon adds, “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.”