GUAM. Lotte Duty Free has revealed details of its retail concept to be implemented at A. B. Won Pat International Airport from 21 July, when it is due to take over from incumbent DFS Group [for the latest on the controversy surrounding the award and the transition, click here.]
The retailer has high ambitions for the concept, called Guam Gateway, stating that it will be “among the best examples of harmonious Sense of Place and prestige airport retail worldwide”.
Lotte Duty Free CEO Won-Joon Lee explained: “Guam Gateway will be a coming of age for Lotte Duty Free as we embark on a major international expansion programme. Adapting quickly to new markets and developing high-quality, strategically planned and creatively executed prestige retail environments is a priority for us, as is the reflection of local heritage and identity.”
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The first post-security retail encounter will be a carved wooden Carabao (Guam’s native water-buffalo) and cart selling locally manufactured crafts, cookies and other products (pictured above).
The Guam Cultural Centre (above) will blend Chamorro cultural experiences, tributes to iconic local features and the retailing of local products. A centerpiece of the centre is a double-height fish tank teeming with fish species from the island’s spectacular coral reefs.
Lotte said the main stores have been revamped with a “˜semi-walk-through’ format and additional space added for perfumes & cosmetics, liquor and tobacco.
One new feature will be the BB Cream Bar (pictured below), a world-first concept housing BB Cream cosmetics brands popular with North Asian travellers such as Tony Moly, Missha, The Faceshop and The Nature Republic. The bar is designed to resemble Guam’s national flower, the Bougainvillea.
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In the liquor, tobacco and food area, a rotational tasting bar will double as a running waterfall, reflecting Guam’s famous Sigua Falls. The pool at the base of the waterfall will act as a wishing well to collect money for local charities.
The new concept also features the removal of some retail space immediately after security to act as a decompression area – allowing passengers more time and space to recompose and reorientate themselves after security checks, before entering the retail area.
Lotte has committed to a capital investment of more than US$23 million over the 10-year concession period. That investment includes not only the duty free retail environment, but also the wider commercial space – including a revamp of the foodcourt and smoking lounge and a new children’s play zone.
The concept’s development has been underpinned by a comprehensive market research programme in partnership with Guam-based research firm QMark Research. The result is a total refurbishment of post-security commercial space.
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Lotte Duty Free Strategy Planning Director Jong Hwan Lee (left): a radical transformation offering countless reasons to remain in the commercial zone; Lotte Duty Free CEO Won-Joon Lee: developing high-quality, strategic and creative executed prestige retail environments is a priority | |
Lotte Duty Free Strategy Planning Director Jong Hwan Lee commented: “Commercial dwell time is a fundamental key performance indicator in retail performance. Our research found that many passengers were bypassing retail and heading directly to the gates unnecessarily early.
“We are confident that passengers will respond to a radical transformation in the environment and find countless reasons to remain in the commercial zone. We are also taking measures to manage passengers’ airside time better with the installation of flight information display screens at key junctions and the reopening of wing stores for last-minute purchases.”
The retail concept was developed in partnership with Singapore-based Lightfoot Space. “I am confident Lotte’s Guam Gateway will create a vibrant, entertaining and culturally enriching experience for passengers,” said Lightfoot Space CEO Alex Cook.
Won-Joon Lee concluded, “I would like to pay tribute to our new partners at Guam International Airport Authority, our local management team spearheaded by Gerry Perez and Lino Fritz, our new partners and friends in Guam and, most importantly, around two hundred new employees on the Island. We look forward to seeing Guam Gateway become a reality over the coming months.”
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