House of Suntory’s World-First Boutique at Changi Terminal 3: Will This Skyrocket Customers’ Shopping Experience?

When your goal is to watch your retail sales soar, conventional methods might not always cut it. That sinking feeling when numbers dip and ambitious targets seem distant is all too familiar. Relax! House of Suntory has unveiled a groundbreaking concept that could revolutionise your approach: a world-first boutique that elevates the customer experience to unprecedented heights.

House of Suntory is a renowned Japanese spirits brand that has taken the travel retail industry by storm with the launch of its first-ever shop-in-shop boutique at Singapore Changi Airport. This innovative “portfolio of whiskies” is a multi-sensory experience that celebrates Japanese culture and heritage.

5 Reasons Why This Will Skyrocket Customers’ Shopping Experience

This unique retail concept  goes way more than merely displaying products. It offers a multitude of benefits for both the brand and the customer. Here’s how it can elevate your customer’s shopping journey:

● Immersive Storytelling

Have you ever struggled to convey the heart and soul of your brand through traditional methods? You can take a leaf from this concept. The Suntory boutique takes product sales to the next level by transporting customers to the heart of Japan. 


The brand incorporated traditional wood joinery techniques and intricate displays inspired by Japanese architecture. There’s also a central table reminiscent of a Zen garden.  Not only is this immersive environment visually stunning, it also tells a powerful story about the brand’s values and heritage.

● Elevating Product Value

Sometimes, all it takes is the right setting to elevate the perceived value of your product. Imagine showcasing your premium merchandise in a space that exudes luxury and elegance.

The Suntory boutique achieved this by carefully designing the space with high-quality materials and incorporating elements that reflect Japanese artistry. This design creates a perception of exclusivity and quality and ultimately influences customers’ purchasing decisions.

● Blend of Tradition and Innovation

The boutique’s design is a seamless blend of traditional Japanese craftsmanship and modern innovation. Each element, from the intricate Kigumi lattice to the cutting-edge circular display screens, tells a story of the brand’s dedication to excellence and innovation. This harmonious fusion of past and present creates a captivating shopping environment that resonates with customers on a deeper level.

● Commitment to Quality

At the heart of the House of Suntory boutique is a commitment to quality and craftsmanship. Every product is carefully curated and crafted to perfection, reflecting the brand’s dedication to excellence. From the premium whiskies to the beautifully designed packaging, customers can trust that they are purchasing the finest products that Japan has to offer.

● Unique Product Offerings

What sets the House of Suntory boutique apart is its exclusive range of travel retail-only products. Customers have the opportunity to discover and purchase limited-edition whiskies and spirits that are not available anywhere else. Whether it’s the new GTR-exclusive Yamazaki and Hakushu Kogei collection or other premium offerings, there’s something special for every shopping traveller.

In conclusion

The House of Suntory’s world-first boutique at Changi Terminal 3 is set to redefine the way customers shop at airports. With its immersive Japanese experience, unique product offerings, a blend of tradition and innovation, elevated shopping experience, and commitment to quality, this groundbreaking initiative is poised to skyrocket customers’ shopping experience to new heights.

And when it comes to elevating your own brand’s marketing strategy, trust UCT (Asia) to deliver unparalleled solutions tailored to your business needs. Want to know more? Get in touch with us today!

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