QDF’s airport-wide takeover for the Formula 1 Qatar Airways Qatar Grand Prix.

Qatar Duty Free (QDF) has unveiled a striking airport-wide celebration of Formula 1 at Hamad International Airport (DOH) to welcome Grand Prix fans from around the world.

In preparation for the event [the race weekend took place from 28-30 November 2025 at the Lusail International Circuit in Lusail], the retailer rolled out the high-octane takeover featuring Formula 1 inspired installations and branded showcases supported by a line-up of exclusives designed to carry the race-week atmosphere into the passenger journey.

Highlights included a show car reveal and racing inspired pop-ups from leading global brands.

TRBusiness’ Co-owner and Joint CEO Nigel Hardy was on location for the experience.

“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,” said Thabet Musleh, Qatar Airways Group Chief Retail & Hospitality Officer.

TRBusiness’ Co-owner and Joint CEO Nigel Hardy with Thabet Musleh, Qatar Airways Group Chief Retail & Hospitality Officer (left) and Augusto Deymonnaz, VP Marketing & Communications, Qatar Duty Free (right).

He continued: “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 travellers 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 travellers.”

Formula 1 Qatar Airways Qatar Grand Prix fever has come to DOH.

The takeover was led by the reveal of a full Formula 1 show car and slogan lightbox in front of the iconic Lamp Bear to spark excitement among fans arriving in Doha for race week.

Across the terminal, brand partners joined QDF in bringing the spirit of Formula 1 to life through high impact showcases tailored for the occasion.

Brand partners helped to bring the spirit of Formula 1 to life through high-impact showcases tailored for race week.

Glenfiddich and Aston Martin unveiled their first collaborative display, titled ‘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 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.

The Formula 1 Store has officially opened at Hamad International Airport, replacing the former Rugby Store.

Velo launched a McLaren-themed installation anchored by a car simulator and supported by promotions on its Limited Edition SKU, while Givenchy revealed a podium style activation for the Gentleman Society collection, complete with an F1 simulator and a spotlight on brand ambassador Pierre Gasly.

Snickers launched a pit-stop themed experience.

Snickers has a pit-stop themed experience, and KitKat has 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.

Formula 1 inspired installations and branded showcases supported by a line-up of exclusives carry the race-week atmosphere into the passenger journey.

As part of its Grand Prix activations, the retailer also unveiled the Louis Vuitton Lounge by Qatar Duty Free for the Formula 1 Qatar Airways Qatar Grand Prix 2025 at the Lusail International Circuit from Friday 28 to Sunday 30 November.

The collaboration marks Qatar Duty Free’s third consecutive year as a sponsor of the penultimate race of the season. Together, the two iconic brands delivered an impactful suite experience, welcoming a host of international and regional brand friends, partners and clients.

The Louis Vuitton Lounge by Qatar Duty Free for the Formula 1 Qatar Airways Qatar Grand Prix 2025 offered guests an immersive environment blending elegance and hospitality.

Among the attendees were Lebanese actress Cynthia Samuel, NASCAR driver Toni Breidinger, Egyptian singer Bayou, boxer and model Younes Bendjima, former England Football Captain Steven Gerrard, and Jordanian actress Noor Taher.

The collaboration between Louis Vuitton and Qatar Duty Free began in 2023 with the opening of The Louis Vuitton Lounge by Yannick Alléno at Hamad International Airport.

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