GERMANY. Lagardère Travel Retail has partnered with famous Viennese brand Aïda to unveil a first-of-its-kind hybrid store at Berlin Central Station. The 250sq m space in Germany’s fourth-busiest train station combines a Relay convenience outlet with an Aïda coffee and pastry shop.
The French travel retailer describes the newly opened store as a “perfect symbiosis of culture and convenience”. Relay offers books, magazines, newspapers, Berlin souvenirs and travel essentials, including consumer electronics, while the Aïda element serves made-in-Vienna pastries, cakes and snacks, alongside a wide variety of coffees and wines, and an Aïda gift section.
The store is located on the first floor of Berlin Central Station next to platforms 15/16.
According to Lagardère Travel Retail, the Relay store has a “clearly structured presentation”, a prominently placed bestselling books wall and a ‘Kids’ World’ section featuring creative games, housed in a gondola in a railway design “to make little guests’ eyes pop”.
Lagardère Travel Retail Germany CEO Jochen Halfmann said: “We are proud to present this first-time combination of the two renowned brands Relay and Aïda in Berlin and thus also to bring the Aïda café once again to Germany.
“The combination of traditional Viennese coffee house culture with a modern travel store is perfect for Berlin Central Station. A good book and a delicious Viennese coffee or pastry – there is no better way to start a train journey.
“This contemporary mix of modern convenience and confectionery craftsmanship was developed specifically for the needs of travellers and commuters.”
Deutsche Bahn InfraGO Head of Commercial Sales for Passenger Stations Sarah von Nordheim commented: “We are delighted that Aïda is bringing a piece of traditional Viennese lifestyle to Berlin. Berlin Central Station will have another attraction for guests.”
Aïda Executive Director Dominik Prousek – whose great grandfather Josef created the world’s first coffee chain in 1913 – stayed in close touch with The Moodie Davitt Report in the lead up to the launch and gave us extended reaction on opening day.
The Berlin Central Station collaboration is Aïda’s sixth with Lagardère Travel Retail following two earlier openings at Vienna Airport, and also on home turf at the main train station in Graz and two locations in Innsbruck.
“I think the rail environment is a great place for Aïda to be, as we have already proved in partnership with Lagardère Travel Retail at Graz station,” he told us. “We offer small, affordable luxuries for rail passengers to treat themselves prior to or even after travels. With our big selection of cakes, snacks and juices, you’re able to really indulge all day, starting at breakfast, right through to a glass of wine and other treats in the evening.”
Executive Director Dominik Prousek on upholding Aïda quality in the rail environment
“The aim is to present the Viennese coffee and pastry tradition to Deutsche Bahn passengers through Aïda in a traditional but also very modern way,” said Dominik Prousek, speaking to The Moodie Davitt Report.
“The many different preparation processes for Viennese coffee, such as Melange or Einspänner, and the Viennese pastries that go with them, from apple strudel to cream slices to Topfengolatsche, keep their Viennese names and do not become, for example, Quarktaschen.
“In this way, we have combined the fine art of Viennese confectionery and coffee brewing with the fast pace of life today. Even the design of our store – down to the mugs, plates and spoons – is thoughtfully curated internally by my family to reflect the elegance and history of Vienna and our tradition.
“Here in the fast-paced rail environment, we have porcelain cups and dishes, glasses and metal cutlery, because that completes the Viennese flair.”
Prousek noted that the typical coffee shop chain relies on goods from external suppliers, but Aïda differs in that everything sold is handmade in Vienna, using locally sourced ingredients and patented recipes.
“We’re proud to bring the Aïda experience to new audiences, offering affordable luxury with a deep connection to our heritage. Whether in Austria or in new locations now opening around the world in travel locations, we’re sharing the authentic taste of Vienna,” he added.
No less than 16 Viennese and nine Italian coffee varieties are available inside the Aïda store, Prousek pointed out, with prices starting from an accessible €1, to help draw in customers.
“Our pink appearance just really stands out in travel retail; it’s very eye-catching within the Relay store,” he continued. “With more than 120 million people passing through Berlin Station every year, I think it’s a great way for the brand to be seen, to be recognised.”
“This latest opening with Lagardère is the first shop-in-shop concept for us, and I think it holds great potential in travel, as we see more retail/F&B hybrid store concepts. It’s very compact, everything is in the store and we don’t have any back room, nor do we need one to be successful. It works super well – it still looks like a very elegant, luxurious coffee shop.
“I think it’s an amazing combination, because there’s so many people coming into Relay to buy a magazine, newspaper or a book; they have time before their train goes. Then they can sit down have a coffee or a piece of cake or a snack, while reading what they have bought in Relay at the same time. We saw that first hand on the opening day.
“I think it’s great to use space the way that we did with this concept. This venture looks like it’s going to be a great success for both of us.”
The Berlin Central Station is Aïda’s second foray into the German travel market, following the opening of a café in partnership with Allresto at Munich Airport this summer (read our story here).
Asked for an update on its early impact, Prousek replied: “Munich has been a great success, where we found a wonderful partner in Allresto. We’ve been open now for a couple of months, and it’s been such a pleasure to spend time there watching the business develop.
“It’s been a dream come true, seeing how many people at Munich Airport recognise Aïda [from their Vienna visits] not only German tourists, but people from the USA and India, from all over the world, saying, ‘wow, this is Aïda from Vienna’. That’s been a great source of pride for me.
“It’s such a great feeling, it just shows how strong Aïda is as a brand, as the first coffee shop chain, and its potential outside Vienna and Austria. We’re looking forward to opening more locations in Germany and all around the world, starting next month in Jeddah with SSP.” 
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