christopher mcgauran
Client: Suntory Whisky
Retail Partner: Harrods
Role: Creative Direction, Environmental & Digital Design
THE STORY
In 2017, Harrods of London partnered with Suntory Whisky to create a permanent branded presence within the luxury spirits room. After negotiation, the opportunity evolved into something more ambitious than a display fixture — a fully designed walk-in vault dedicated to Suntory’s flagship portfolio.
The space would need to honor both brands: the quiet precision of Japanese craftsmanship and the uncompromising luxury standards of Harrods.
THE OBJECTIVE
Design a premium experiential environment called “House of Suntory” where consumers could immerse themselves in the harmony of Japanese nature and whisky-making tradition. The space needed to educate visitors on the portfolio in an engaging and interactive way, while blending seamlessly into one of the world’s most iconic luxury retail environments.
It was not simply about visibility. It was about reverence.
THE MOVE
Completed in early 2018, the House of Suntory was conceived as a modern vault built from floating oak panels, acrylic glass, and restrained digital integration. The material palette reflected Japanese minimalism — warm wood, precise geometry, negative space.
Limited-edition bottles appear to hover on nearly invisible shelving, accentuated by dramatic under-lighting that elevates the craftsmanship of each expression. At the heart of the installation, five flagship variants sit beneath a 70-inch 4K monitor powered by Perch interactive technology. Visitors are invited to lift a bottle from its plinth, triggering variant-specific storytelling through motion-sensing technology.
When not activated, the screen displays serene seasonal imagery from the distillery grounds, creating a calm, almost meditative retail environment that contrasts beautifully with the bustle of the store floor.
THE RESULT
The House of Suntory launched in early 2018 and immediately strengthened premium portfolio performance. Combined premium brand sales increased 12.8 percent following installation, validating both the experiential strategy and retail integration. Originally planned as a temporary installation, Harrods extended the presence through 2019 due to strong commercial performance and positive consumer response.
The project transformed shelf space into sanctuary — elevating both brand perception and retail impact within one of the world’s most prestigious luxury destinations.