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ADAC Chairman Khalifa Mohamed Al Mazrouei: “I think it’s going to put Abu Dhabi as a whole into a new dimension in terms of airport terminals” |
UAE. Abu Dhabi Airports Company (ADAC) opened Abu Dhabi International Airport’s new Terminal 3 earlier this week with a retail proposition that will clearly rank in the highest echelons of the business worldwide.
The store features around 2,600sq m of retail space, and a range of 19 boutiques, plus dedicated areas for a range of categories including liquor and tobacco; fragrances & cosmetics; sunglasses; watches; and food and confectionery, all run by DFS Group. A pharmacy (Boots), plus books (Relay’s regional debut), consumer technology (Sharaf) and gold (Pure Gold) stores complement the powerful core category line-up.
An impressively diverse food & beverage offer, run by SSP, is currently being finalised with a full opening expected in coming days. A smoking lounge, sponsored by British American Tobacco, will open shortly on the same level.
The Moodie Report today became the first media to view the new Terminal. In an exclusive and wide-ranging interview (which will appear in full in a dedicated T3 supplement with the next issue of The Moodie Report Digital Print Edition), ADAC Chairman Khalifa Mohamed Al Mazrouei told us: “I’m very proud of Terminal 3. I think it’s going to put Abu Dhabi as a whole into a new dimension in terms of airport terminals and in terms of the uniqueness of sophistication, luxury, and convenience.”
The terminal’s soft opening earlier this week is part of a phased process for the terminal, which is dedicated exclusively to national carrier Etihad Airways. The formal opening will take place next month (we’ll bring you a full Picture Gallery once the finishing touches are put to the stores and F&B offer).
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DFS underlines the luxury that lies within via this tasteful Polo Ralph Lauren promotion outside the store |
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ADAC Business Developent Manager Bader Mohamed Al Rashedi with Vice President of Commercial Revenues Dan Cappell outside the new Bvlgari boutique run by DFS Group – one of 19 stand-alone fashion and luxury stores |
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Bader Mohamed Al Rashedi pictured in the stunning picture gallery between T1 and T3 |
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Dan Cappell against a similarly dramatic backdop |
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Another powerful image from the same portfolio of photographs |
The design of the terminal allows 100% penetration for all departing passengers who walk through the retail environment to get to the piers. First they encounter the boutiques before entering the traditional duty free area. Food & beverage is positioned upstairs, allowing panoramic views over the retail environment.
The stunning boutique line-up – described by ADAC Vice President of Commercial Revenues Dan Cappell as “a DFS Galleria in an airport” – features Jimmy Choo (the upscale footwear brand’s airport debut), Cartier, Hermès, Rolex, Coach, Polo Ralph Lauren, Ferragamo, Bvlgari (its new design), Burberry, Hugo Boss, Salvatore Ferragamo, Chloe, Loewe, Tag Heuer, Swarovski, Bally, Dunhill, Tumi and Montblanc.
Etihad’s superb Business and First Class lounges, both featuring elegant spa facilities, are another world-class highlight of the new terminal.
T3 also has a tremendous Sense of Place. A distinctive Arabic theme pervades the terminal, in the lighting, retail fascias and architectural design. “We mixed luxury with tradition and hope you will feel that,” said Khalifa Mohamed Al Mazrouei.
The connecting walkway for transit passengers from T1 underlines the strong emphasis on national culture. It features a magnificent array of giant photographs showing different aspects of culture, crafts, tastes, tradition, history, landscapes and religion.
“Basically you read about the history of Abu Dhabi on the walls of our airport – this is unique,” he said. “You are reading walls… you are reading history and culture and you are enriching your understanding. Through this I hope it gives you a Sense of Place that this is Abu Dhabi International Airport – and that it’s different.”
*Abu Dhabi 2030 Vision’s key principles include preserving the area’s delicate ecology, ensuring economic sustainability, enhancing transport links, increasing public open spaces and fostering Emirati culture.
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Relay makes its Middle East airport debut here at Abu Dhabi International Airport |
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This delightful Maltesers promotional image typifies the quality – and local flavour – of DFS Group’s retail execution |
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Sharaf has already made a strong impression in T1 – an even better quality format can be found in T3 |
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Luxury car draws will add theatre – and revenues – to the DFS retail proposition |
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The Six Senses Spa is just one element of the magnificent Etihad Airways’ First and Business Class lounge offer |
COMMENT: Different it certainly is – but Terminal 3 is much more than that. The whole facility, from check-in to retail to passenger lounges, has been designed to reflect and exude the luxury positioning of the Emirate as a whole under its 2030 vision*. It does that triumphantly.
As mentioned, the finishing touches are currently being put to the commercial areas, so we’ll reserve final judgement (and full pictorial coverage) till we have seen the completed environment. But this much is clear – what is on offer is very, very good indeed. No-one in this business does luxury remotely like DFS and here it has brought its very best game to town. The brand line-up is illustrious, of course, but as with DFS Galleria Macao it’s the execution that impresses most. It’s invidious to single out any one of the boutiques but certainly the Coach outlet, for example, is simply outstanding.
We were very impressed too by the Pure Gold and Sharaf stores (the latter is a fine retailer of consumer technology). And it is our belief that the main perfumes & cosmetics store (which is mostly about fragrances – the personalised cosmetics areas are out in the centre of the retail environment) will quickly gain iconic status in the travel retail channel, so distinctive is its lighting, fascia and design.
Next time you’re through the terminal (after you’ve explored the shops) make sure you visit the Etihad lounge. Like me you’ll think you’ve arrived in a luxury boutique hotel. Outstanding.
Most of all though we like the terminal’s manifest Sense of Place that is matched only by the overwhelming sense of pride from the Chairman down to the DFS sales staff. We’re well aware of the dangers of hyperbole but what is taking shape in T3 may just rewrite the way we think about airport consumer services.
[Our special supplement will appear in March. It will include a detailed analysis of ADAC, a full profile of T3, and interviews with ADAC’s senior management and key business partners. ADAC will also address September’s Trinity Forum in Macau to discuss the principles of partnership that have driven the commercial offer.]
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