China Duty Free Group, one of the biggest state owned enterprise that is authorized to operate duty free business across china has regional and international aspirations with the expansion of their Cambodia operations with a newly constructed free standing downtown duty free store in the gambling and beach resort city of Sihanoukville Cambodia.

As CDFG expands regionally and encounters a more competitive market place, important initiatives to uplift and position the CDFG brand across all categories and services, communicate on product differentiation and improve brand and service lineup while improving store productivity and drive an innovative CDFG in-store brand experience while introducing appropriate technology and omni-channel integration.

Beyond the regional top line initiatives the specific strategic objectives for this location were to create a must see must shop wow factor experience that creates a sense of place and the draw necessary for both FIT and conducted visitors to Sihanoukville.


r/iQ was responsible for the strategic brief, site planning and architecture, all retail planning & design, all graphic communications, and construction documentation for the new downtown flagship location in Sihanoukville, Cambodia.