The exterior of the pop-up blends traditional design elements with contemporary aesthetics.

Suntory Global Spirits has partnered with Qatar Duty Free to open a House of Suntory experiential pop-up at Hamad International Airport (DOH) – the first such activation of its kind from the premium spirits company at the hub.

Occupying a prime position within the Departures terminal (South Node), directly outside the main liquor store, the 20 sqm premium brand showcase puts the House’s collection of luxury Japanese whisky and premium white spirits front and centre.

Running from 6 July 2025 through January 2026, its designed to deliver an immersive and memorable experience to travellers by driving brand education, awareness and trial purchasing.

The pop-up takes inspiration from Japan’s natural landscape and Japanese craftsmanship, with the exterior blending traditional design elements with contemporary aesthetics – the modernised Machiya-inspired wood lattices, for instance, are a tribute to the facade of the company’s first shop in Japan.

Large digital screens display evocative imagery of Japan, in addition to eye-catching branded lightboxes.

Inside, traditional Ikebana floral installations amplify the Japanese aesthetic.

Visitors to the pop-up can learn more about Tsukuriwake – the art of diversity in whisky making.

“This striking pop-up at Hamad International Airport is a powerful showcase of what sets The House of Suntory apart,” said Suntory Global Spirits Managing Director Global Travel Retail Ashish Gandham.

“In collaboration with Qatar Duty Free, we are inviting travellers to immerse themselves in the world of luxury Japanese whisky, where tradition meets innovation, and every detail reflects our relentless pursuit of perfection.”

The Hibiki podium spotlights a selection of  limited-edition expressions.

The space is segmented to encourage exploration across The House of Suntory portfolio, from age-statement whiskies and premium blends to craft spirits Roku Gin and Haku Vodka.

Upon arrival, shoppers can explore the Education zone, which communicates the three key principles of The House of Suntory – Wa (harmony with Japanese nature); Omotenashi (hospitality); and Monozukuri (craftsmanship) – alongside telling the brand stories of its three distinct whisky brands, Yamazaki, Hakushu and Hibiki.

Hibiki is spotlighted through a prominent central display that spotlights a selection of  limited-edition expressions.

A highlight during Q3 will be the ultra-luxury Hibiki 40 Year Old – a blend of whiskies from the Yamazaki, Hakushu and Chita distilleries – each matured for over 40 years and meticulously blended for a ‘full orchestra’ of flavours and aromas.

Only 400 bottles of Hibiki 40 Year Old have been released globally across selected markets and channels.

The Beautification of Time zone features a wide selection of higher aged statements.

The Beautification of Time zone features a wide selection of higher aged statements, including best-sellers such as Hibiki 21 Year Old and Yamazaki 18 Year Old.

Drawing on the Japanese belief that the past, present, and future are connected, this dedicated space celebrates the transformative power of time, featuring a curated selection of rare and aged expressions.

An adjoining Art of Gifting zone completes the shopping experience, incorporating a special gifting ritual and a range of luxury GWPs.

These include branded gift bags, gift cards, a wardrobe scent, and a limited-edition traditional Furoshiki Japanese wrapping cloth.

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