The store's gallery-style backdrop showcases Glenfiddich and The Balvenie collections, including rare and aged single malt liquids, within wall-bays designed to highlight each brands visual identities. At the entrance, sculptural display podiums hero the exceptional high-end collections, whilst  alongside sits an in-store activation podium, which will be regularly refreshed throughout the year to offer newness and excitement for travelling consumers.

To celebrate The Balvenie Rare Marriages collection, which exemplifies the brand's dedicated to the art and skill of whisky making, the wall-bay incorporates a gallery wall showcasing a unique handcrafted art piece; adding further cultural depth to the store experience for travellers.

The shop-in-shop concept puts an emphasis on gifting, collectibility and service; this is encapsulated within the ‘Art of Gifting’ experience at the heart of the store. The central gifting podium bar allows passengers to customise their purchases with exclusive Korean ‘Noriage’ charms and personalised engraving service.