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Abu Dhabi Airports Company Chief Commercial Officer Huraiz bin Huraiz at the launch |
UAE. Abu Dhabi Airports Company (ADAC) launched its new Shop-Dine-Unwind brand concept at the TFWA Asia Pacific event in Singapore on Tuesday.
Designed to replace the group’s Abu Dhabi Duty Free travel retail brand, Shop-Dine-Unwind marks the beginning of a more internationally focused retail strategy, said ADAC.
 When Abu Dhabi hints at something, action usually follows |
| “As iconic to travel as coke is to soft drinks.” That’s one of the aspirations that Abu Dhabi Airports Company (ADAC) holds for its new “˜Shop-Dine-Unwind’ brand concept, unveiled yesterday at TFWA Asia Pacific in Singapore. |
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“Having recently changed from a direct operator to a landlord for its duty free operations, the relevance of the existing Abu Dhabi Duty Free (ADDF) brand was brought into question,” said ADAC.
“With the change in strategy came the innovation to revise the retail division’s approach and a travel retail concept and brand that could be transferred beyond the physical borders of the emirate,” ADAC added.
ADAC Chief Commercial Officer Huraiz bin Huraiz explained: “While we all appreciate the achievements and equity that was built up with the Abu Dhabi Duty Free brand, the new business model has transformed significantly over the past 18 months and it was not a suitable brand we could grow and use outside of Abu Dhabi.”
“The Shop-Dine-Unwind brand, which will be managed by ADAC’s Commercial Division, not only highlights the change in our business model from owner-operator to landlord, it is also easily transferable – outside of Abu Dhabi – and will eventually enable us to highlight the quality of a travel retail offer, within ADAC-managed airports, internationally,” added Bin Huraiz.
ADAC currently manages five airports within the emirate of Abu Dhabi and sees potential, in the long-term, in becoming an airport asset management company.
This meant creating a transferable destination brand for its retail and F&B division, it said.
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The new “˜Shop-Dine-Unwind’ brand is unveiled |
ADAC said its vision was to “˜create the world’s best airport environments’, and Shop-Dine-Unwind was created to reflect the retail, food and beverage (F&B) offer within those ADAC-managed airports. The first Shop-Dine-Unwind branded property within ADAC’s portfolio is Terminal 3 at Abu Dhabi International Airport.
“The Shop-Dine-Unwind offer in Terminal 3 represents the base benchmark of our retail offer and experience from which, through constant feedback from our passengers, we will strive to learn, improve and grow the offerings,” concluded Bin Huraiz.
Shop-Dine-Unwind will also go live in Abu Dhabi International’s Terminal 1 facility in 2010 and in line with the major renovations and enhancements to other travel retail real estate within the ADAC portfolio.
The ultimate Shop-Dine-Unwind offer will be delivered when Abu Dhabi’s upcoming Midfield Terminal Complex is launched in 2015, said ADAC.
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