Dubai, UAE
CLIENT
Suntory Global Spirits
PROJECT TYPE
Events & Exhibitions
YEAR
2025
Agency Collaboration
Brand Box Global
Overview
Suntory Global Spirits – Malt Live Dubai 2025 was a multi-brand experiential activation designed to showcase the breadth of Suntory’s premium whisky portfolio. The space brought together Laphroaig, Hibiki, Toki, Maker’s Mark and Jim Beam within a cohesive environment, balancing each brand’s individual character with a unified Suntory Global Spirits presence.
CHALLENGE
The key challenge was to bring together multiple whisky brands, each with its own heritage, visual language and consumer profile, without creating a fragmented experience. The space needed to communicate premium craftsmanship while remaining approachable, engaging and impactful within a busy event environment.
APPROACH
The design approach focused on creating a contemporary whisky destination built around distinct brand moments, while maintaining a consistent overall visual language. Heritage-inspired details, premium materials, considered lighting and experiential bar spaces were used to give each portfolio a sense of identity while encouraging visitors to explore the wider Suntory collection.
RESULT
The activation created a strong physical presence at Malt Live Dubai, successfully bringing multiple brands together within one cohesive experience. Its combination of brand storytelling, spatial design and visitor engagement resonated with the audience, earning the Visitor’s Choice Award for Best Activation Space at the event.
Executed Pictures
Five Suntory spirits. One bold experience, crafted for Malt Live Dubai.
