GERMANY. Frankfurt Airport has reported strong early results from its new Shopping Boulevard, which opened on 29 May.
The 1,240sq m Boulevard is the second major retail innovation at the airport this year, following the opening of Terminal One’s Shopping Avenue in late January.
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| Clockwise from top: Marc O’Polo, Lingerie, Burresi, Tumi, Swarovski and Boss Man and Woman. The mall has been designed for “demanding shoppers with up-market expectations” | |
The former Ladengalerie shopping mall has been completely rebuilt over the past few months and since last month trades as the Shopping Boulevard. The mall has been designed for “demanding shoppers with up-market expectations”; something that airport owner Fraport says finds expression in both its architecture and its retail mix.
The opening of the new retail and food & beverage outlets was supported during the first 14 days by attractive incentives with dedicated Fraport shopping assistants handing out free “˜First-Class Shopping Cards’ for special discounts.
Here is an overview of the new facility’s retail and food & beverage offer.
Architecture and ambience
As with the Shopping Avenue, particular attention was paid to making sure that the Shopping Boulevard’s architecture stands out at the airport. An elegant walkway of dark smoked oakwood, embedded in the surrounding granite, wends its way between ample wide-open store fronts.
Daylight floods in through a large overhead glass dome in the middle of the Shopping Boulevard, “creating a bright, friendly atmosphere where people will want to be: The dome is accentuated by a modern lighting fixture in the form of a wheel chandelier.
Shops and refreshments
The Shopping Boulevard stores are open from 7 a.m. to 9:30 p.m. In addition to several well-known, successful concepts from the former Ladengalerie shopping mall, many new shops and brands enrich the site. They include retail concepts that are unique to Frankfurt Airport, such as “˜Lingerie’ (see below) and a luxurious handbag and accessories concept from Burresi.
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| SØR, Metropolitan Pharmacy and Strenesse are some of the shops available at the Shopping Boulevard (pictured, bottom right). Particular attention was paid to making sure that the Shopping Boulevard’s architecture stands out at the airport. An elegant walkway of dark smoked oakwood, embedded in the surrounding granite, wends its way between ample wide-open store fronts | |
Boss Man and Woman
The German fashion house offers a strong and diverse range: Boss Man Black features business outfits and evening attire; Boss Man Orange presents casual wear, and Boss Man Selection targets the top of the market. Female travellers are offered the Woman Orange and Boss Woman Black collections. Annexed to the main store is a section featuring the new accessories concept from Boss – only the second time it has been implemented in Germany. This outlet is operated by Gebr Heinemann.
Burresi
Fraport claims this store has been an established “magnet for fashion victims and trend-conscious ladies and gents” at the airport for many years. It has now re-opening at the same location with extended space and featuring an expanded range of offerings that now includes apparel from Dolce & Gabbana, Prada, Gucci, Chloé, Blumarine and many others. Burresi offers premium services such as shipping to any destination worldwide, free home trials, placement of special orders with suppliers, and expert fashion advice from the store’s carefully-trained staff.
Burresi Accessoires
Suitable accessories for outfits are available in a separate shop: especially “cult” handbags and leather articles from the great Italian designers.
Marc O`Polo
This store offers premium fashions for men and women. The apparel on offer ranges from casual to business, rounded out by accessories and shoes.
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| Clockwise from top: Segafredo Café, Häagen Dazs, HD Zimmerman Gifts and Quickers | |
Strenesse
This Germany luxury brand, described by Fraport as “currently all the rage worldwide”, is opening its flagship store at the airport – its first appearance in a monobrand outlet. “Frankfurt Airport is thus continuing its role of trendsetter in establishing new brand-dedicated shops,” said Fraport.
Strenesse is the official fashion designer for the German soccer team currently participating in the Football World Cup in Germany. The squad will be wearing this label off the field during the event. Star player Michael Ballack will don articles from the Strenesse Menswear Collection at official events. The players’ wives are also showing off the latest fashions from Strenesse. This store is also operated by Gebr Heinemann.
SØR
Besides SØR articles, this shop also carries high-end brands such as Brioni and items from Polo Ralph Lauren, Fendi, Gant, Barbour, Bogner, Lacoste, van Laack and others. The concept is rounded out by alteration and ironing services, ordering from other outlets, shipping, and a monogram service.
TUMI
TUMI specialises in premium business and travel bags. Its offerings include a five-year warranty on all products and global customer service.
Lingerie
This deluxe store concept has been specially created for Frankfurt Airport, featuring lingerie and bathing fashions from Wolford, Cotton Club, Malizia, La Perla, Hanro, huit, Lejaby, Aubade and Joop! Fraport said: “This up-market shop fits in perfectly with the exclusive fashion purveyors populating the Shopping Boulevard.” It is operated by K&K, Herzog.
Swarovski
Yet another opening from one of travel retail’s most dynamic brands. The lifestyle crystal-led gifts brand now has its own store at the airport, building on the success that it has enjoyed within other shops.
Metropolitain Pharmacy
The pharmacy now occupies the site directly opposite its former location. It offers wellness, health, beauty and travel needs. Pre-ordering is also possible, with delivery to anywhere in the airport, including all gates.
Segafredo Café
Featuring espresso and coffee specialties, snacks and Italian lifestyle. Operated by LSG Airport Gastronomie.
Häagen Dazs
Described as “a place to pamper yourself” with superb ice cream and cake specialties.
OTHER OUTLETS
Around the corner from the Shopping Boulevard, in the central part of Terminal 1’s Hall B, the following shops have also just opened. Because of their location, they are designed to meet the travel needs of passengers in a hurry.
Quickers
A 24-hour convenience store where travelers can get everything they need, including fresh baked goods at an integrated bakery. Operated by Gebr Heinemann.
Fotec
This shop carries a range of popular electronics brands, presenting the latest trends in this segment. Operated by Hoffmann Airport Shopping, Langen.
Gifts +++ Souvenirs
Offering “gifts galore, including Germany’s best”. This shop stands out with flexibly changing wares for different seasons and occasions, Fraport says. Operated by bizi artshop
MORE STORIES ON FRANKFURT AIRPORT
Chinese traffic helps Frankfurt posts all-time passenger traffic high in May – 13/06/06
Fraport “˜turns up the gas’ in dynamic approach to supporting Frankfurt retail tenants – 23/05/06
Robust retail revenue contributes to Fraport Q1 growth – 12/05/06
Gebr Heinemann unveils ‘Airport Specials’ as it underlines the value of exclusivity – 25/04/06
