UAE. Leading travel experience player Avolta has announced the opening of Presentedby, a partnership with the London retail brand renowned for its exclusive sneakers and streetwear, at Abu Dhabi’s Zayed International Airport.
The concept, revealed in November, embraces 210sq m of retail space. Presentedby offers what Avolta decribes as “a multi-sensory, immersive retail journey” in what is the brand’s first 24-hour store and debut airport location worldwide.
Designed as a tribute to Abu Dhabi’s desert oases, the space incorporates flowing sculptures and virtual digital simulations.
Cascading water displays on 3.5-metre-tall product walls are coupled with interactive elements and experiential zones to create an environment where digital innovation meets physical retail.
The striking backdrop showcases a curated selection of sought-after brands and exclusive releases, from rare sneakers to high-end streetwear and statement luxury accessories.
With sustainability in mind, Avolta has designed the Presentedby store using 3D-printed materials made from PLA and Pure Tech, capturing and converting CO2 into inert minerals and reducing the store’s carbon footprint.
Zero-waste strategies are employed throughout, emphasising the use of sustainable materials and minimising waste from design to operation.
Avolta Chief Commercial and Digital Officer Vijay Talwar commented: “This collaboration with Presentedby is a game-changer in travel retail, bringing an unparalleled fusion of luxury, innovation and sustainability to Zayed International Airport.
“As we continue to push the boundaries of experiential retail and F&B, this store embodies our vision to make the travel experience more exciting, engaging, immersive and environmentally responsible.”
Abu Dhabi Airports Managing Director and Chief Executive Officer Elena Sorlini said: “In today’s global travel landscape, passengers expect exciting and engaging experiences that reflect their evolving preferences.
“Zayed International Airport, renowned for its innovation, embraces these evolving needs as part of our ambition to shape the future of airport experiences.
“We are proud to partner with Avolta on this groundbreaking venture and first of its kind at an airport. Presentedby is an innovative concept that blends luxury brands, interactive technology and sustainable design to create a unique experience for every passenger.
“Together, we are redefining the airport retail landscape and setting a new standard for passenger experience.”
The Presentedby opening builds upon Avolta’s established footprint at Zayed International Airport, where the company also operates 13 food & beverage units. ✈
Talking to a new generation (first published last November)
When Presentedby opened its first store in Riyadh, Saudi Arabia in September 2022, fashion and lifestyle title GQ noted approvingly how the design drew inspiration from the Kingdom’s desert oasis, using water as a theme throughout its parametric sculptures and virtual digital simulations, writes Martin Moodie.
Describing the store as “immersive and tech-savvy”, GQ noted: “Streetwear and sneaker culture is booming in the Middle East in recent years, and there’s no better place to cop some legit hyped goods than at Presentedby.”
In airport retail, however, streetwear and sneaker culture has barely got a look in until now. Avolta is seeking to change the perception of airport stores always offering the tried and trusted, figuring that neither necessarily applies to younger generations.
Interestingly too, the retailer is offering the Presentedby collections in tandem with Avolta’s certified range of pre-owned luxury accessories, bags and watches.
Pre-loved and sneaker culture. Two terms you haven’t heard much of in airport retail. Chances are that will all change in the future as Avolta and its global peers step up their efforts to appeal to new generations of travellers.
