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The Irish Whiskey Collection: “The best whiskey store in the world” says ARI |
IRELAND. Aer Rianta International (ARI) has unveiled a new walk-through retail environment under The Loop brand at Dublin Airport Terminal 1, following an €8 million investment. [The Moodie Report Vice Chairman Dermot Davitt was at the launch event and will bring you a full report including interviews soon.]
The opening, said the retailer, “marks a step change in the overall passenger shopping and dining experience” at Dublin, which now covers 8,673sq m of space, of which 1,787sq m is core duty free.
The store features a number of new or rebranded concepts across categories. In beauty, Dublin T1 marks the airport retail debut of L’Oréal’s Urban Decay brand [watch out for an interview with L’Oreal on this ground-braking development shortly], Kiehl’s joins the portfolio and hair care specialist Aveda opens only its second door at an airport (and its first within Europe). ARI has also introduced Candy Cloud, its vibrant new confectionery concept, at the location.
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Beauty, the largest category, features strongly here with stunning personalisations plus a number of firsts |
The Irish Whiskey Collection has been expanded and enhanced to include a strong range of international as well as Irish whiskies. Plus the retailer has introduced a fresh twist on wine retailing at airports with its Wine Goose Chase Collection. This concept only stocks wine with an Irish heritage and draws on links to great wine-producing families around the world with an Irish connection.
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The new retail zone with its curved walkway features many stop points |
“The Loop in T1 will not only raise the bar among our European peer group but in fact many of our global counterparts,” said ARI Retail Director Paul Neeson. “We are hugely confident that it will not only maximise revenue with a projected uplift of +16% in average spend per passenger but also customer satisfaction to deliver ARI’s vision of an outstanding shopping experience every time.”
“This confidence is underpinned by the fact the retail offering was designed by our customers for customers. From the outset right through the design and brand selection process we have engaged extensively with both Irish and International passengers to understand and tailor the offering to meet their needs and create a real desire to shop. This ambition to be customer-focused extended from major structural decisions such as sacrificing retail space post-security to create extended customer orientation, seating and recovery areas to reduce passenger stress to children telling us what flavour the lollipops and popcorn should be in our new confectionery concept.”
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The offer was designed “by customers for customers” says the retailer |
“Now that the development is completed, I’d like to commend the entire team on their hard work, talent and tenacity to deliver our vision of a world class retail offer with a true sense of place that reflects a modern and contemporary Ireland.”
The design for The Loop in T1 carries a strong sense of place with Irish themes central to the design of the redevelopment [UK-based The Design Solution, which has worked with ARI at Dublin Airport for many years, was lead design consultant and heavily involved in shaping the store interiors]. Award-winning Irish artist Shane Holland was commissioned to design a unique copper sculpture that sits in the new Irish Whiskey Collection. The overall product range features more than 330 Irish produced goods.
The Irish Memories souvenir concept has also been rebranded by drawing on a contemporary theme and commissioning exclusive new ranges to set it apart from its domestic competitors. Features such as Irish street furniture, a traditional phone box and a restored old post box deliver retail theatre in the store.
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The Wine Goose Chase: An Irish twist on wine in travel retail |
Focus on beauty
The key category of fragrances & cosmetics is boosted by additional ranges and a larger footprint at The Loop in T1. P&C accounts for over 50% of core category sales at the airport.
“The overall design of the beauty area is very fresh and vibrant to deliver an inviting yet luxury feel for our discerning customers,” Neeson said.
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World first: Urban Decay makes its airport retail debut here (just days before it opens at Singapore Changi Airport through Shilla); pictured are L’Oréal Travel Retail Europe, Middle East, Africa & India (Yves Saint Laurent, Biotherm, Helena Rubinstein and Urban Decay) General Manager Floriane Pampliglione, ARI Retail DIrector Paul Neeson, ARI Head of Retail at Dublin Airport Jackie McDonagh and ARI Chief Executive Jack MacGowan |
As noted above, the zone includes world firsts such as the travel retail debut (at an airport) of Urban Decay [the first travel retail door opened through specialist retailer Penha in Aruba -Ed]. The award-winning beauty brand will feature products such as the acclaimed Naked Palettes range from an 18sq m counter.
Urban Decay Retail & Marketing Senior Project Manager Charles Scouarnec said: “It has been a real pleasure working with ARI on all aspects of this development and we’re looking forward to strengthening our partnership in the months to come.”
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Beauty carries some top-class executions from the leading brands; the core P&C offer is cleverly laid out to appeal to different demographics and profiles section by section |
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Aveda (left) opens only its second ever airport door here as ARI seeks to tap into the emergence of the haircare category; plus there are smart executions from brands such as Clarisonic and L’Occitane |
The range also includes Irish exclusives for Dolce & Gabbana Velvet Collection and Elie Saab La Collection des Essences, as The Loop seeks to offer a point of difference from the domestic market. The luxury fragrance range is enhanced by the addition of Armani Privé and Tom Ford Private Blend.
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Chanel brings its A-game as always to new projects such as this one; its delivery of Les Exclusifs is one of the stand-out executions in the upscale P&C offer |
As noted, hair care specialist Aveda opens its second ever airport door at T1, featuring its top-selling brands.
Neeson said: “The brands have really drawn out their best executions with great colour. Because the store is not too deep all of the brands are within 10m of the customer as they pass through. We did a lot of research with our customers (notably Irish women, who account for around 80% of P&C sales) to understand what they were looking for. There was real demand for younger trendy brands, which is why Urban Decay was a great choice. We have extended the space for Bobbi Brown, and Kiehl’s brings its natural skincare products to the offer. Kiehl’s is an outstanding success on the domestic market in Ireland so including them at the airport was important.
“Aveda also came up as an opportunity as haircare becomes a growth category in travel retail. It’s our first foray into this segment. Shop & Collect is an opportunity here, notably for sizes of 200ml or 300ml. At peak times such as Christmas, up to 40% of our Irish customers use this service, paying as they fly and collecting on arrival home. The ultimate would be to open a store dedicated to haircare down the line.”
The Irish Whiskey Collection
ARI is expanding its award winning Irish Whiskey Collection by opening what it calls “one of Europe’s most diverse whiskey stores”, offering over 365 whiskies in total. The new Irish Whiskey Collection in T1 is also broadening its range to include whiskies from distillers in Japan, Finland, USA, Sweden and Taiwan.
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The Irish Whiskey Collection is a big highlight with over 400 items in the range, including 200 Irish whiskies plus an eclectic mix of niche brands from overseas |
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A spectacular copper sculpture sits above the Irish Whiskey Collection bar; pictured there are Dublin Airport Managing Director Vincent Harrison (second left) with the senior ARI team of (l-r) Jackie McDonagh, Jack MacGowan, Nicola Wells and Paul Neeson |
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Japanese and Taiwanese whiskies (above) and (below) Glendalough, one of a batch of Irish small producers new to the market |
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The Midleton Collection (top shelf), with bottlings from 1984 to the present day, is a collector’s item valued at around €55,000 for the range |
“There’s a whiskey to suit all tastes and budgets in the collection and our liquor buyers have invested considerable time and energy in sourcing a range of whiskeys that is the most diverse in airport retail,” said Neeson.
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Paul Neeson showcases an exclusively produced limited edition by Teeling Whiskey Company from ARI’s Centenary Collection; (below) the vast bourbon and American whiskey range will be envied by US airport retailers |
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He added: “With a number of products exclusive to ARI and 80% of the range delivering a minimum score of 90 in the renowned Jim Murray Whisky Bible this store is a whiskey lover’s dream. To deliver real customer engagement and interaction our whiskey ambassadors are on hand to offer tastings and advice to both connoisseurs and whiskey novices alike.”
Neeson said he expected the business to climb by up to +40% in liquor with the addition of the new ranges.
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Candy Cloud: Kids’ confectionery delivered in a novel manner |
Candy Cloud adds fresh flavour
ARI has launched its new confectionery concept Candy Cloud at Dublin T1’s The Loop – a vibrant colourful twist on a key category.
ARI said: “Designed to unlock self-purchase with children eager to spend their holiday money and adults looking for the perfect gift, Candy Cloud is a swirl of colours, candy and merchandise. With gifting the number one reason for purchase and particularly among our frequent business travellers this delivers against a real customer need and revenue opportunity. Extensive research with children informed decisions on name, brand mark and range so ARI is confident that a purchase from Candy Cloud will not disappoint.”
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Taking flight: Rose of Tralee Maria Walsh became an ARI ambassador for the day, and joined ARI’s Paul Neeson and Jack MacGowan in a hot air balloon installation at the colourful and vibrant Candy Cloud store. This unit was designed with input from local school children, down to the colours, shapes and smells. |
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This new fun environment features over 180 different items. These include quirky new popcorn flavours such as white chocolate and milk, coconut caramel, tasty cheese, sweet salt and sweet chilli. Sitting alongside leading brand names such as Haribo, M&Ms, Skittles, Kinder and Nestlé is a broad mix of marshmallows, lollipops, chocolate games and boiled sweets. Beyond confectionery, the offering features exclusive Candy Cloud stationery and soft toys alongside a range of branded toys.
There is a children only area called Magic Hollow housing an enchanted forest with features such as giant lollipops and marshmallows.
To deliver retail theatre and customer interaction an M&M air balloon photo opportunity features at the front of the store.
“Confectionery is a category that’s ripe for development and I’m confident that Candy Cloud will prove irresistible in drawing in customers young and old,” Neeson said.
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Butler’s signature gold stands out as travellers move along the path through the walk-through store (it sits across the corridor from Candy Cloud); Irish brands account for half of chocolate sales and Butler’s is the market leader |
The Wine Goose Chase
Drawing on strong Irish links to some of the great wine producing families of the world, The Loop features a new wine concept in T1: The Wine Goose Chase Collection.
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The Wine Goose Chase: An unusual name for a novel idea; every wine here (around 70 in total) has an Irish connection. This store is a test, admits ARI, in a category it had previously not done well, to see if it can add a new twist on wine retailing to travellers |
In the 17th century, many Irish families left their homeland to travel and set up vineyards in France, Australia and New Zealand. The Loop’s Wine Goose Chase Collection celebrates their rich history in wine making.
The offer only carries wines with an Irish heritage, with a range of over 70 brands available from €10 to €125 aimed at consumers seeking a novel gift.
Engaging the senses
In an extension of its innovation drive, ARI has incorporated ‘Olfactive Spirit Pro’ diffusion technology, which filters bespoke scents into the shops. For example during a chocolate promotion it can filter chocolate scents or to enhance the Candy Cloud experience it will diffuse scent into the walkway around the store. “This technology respects the environment, the store and the people working there,” said ARI.
New centrally managed digital signage screens allow ARI to deliver promotions and create seasonal themes in a fresh, dynamic and interactive way.
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An old Irish phone box takes centre stage in the new-look Irish Memories shop |
“In an era when customers are telling us that airport shopping is losing its cachet and thrill, with all airport shops looking the same, we feel we have addressed this in T1 Dublin by creating exciting new concepts, retail theatre and an authentic sense of place”, Neeson said. “Above all we are focusing not on till transactions but on giving our customers a memorable and rewarding experience.”
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ARI embarked on a major media push within Ireland to talk up the new T1 store; it had an unscheduled helping hand from Ireland’s rugby team as they made their way through the terminal on their way to Cardiff to play Wales; pictured is Rose of Tralee Maria Walsh at the Urban Decay unit with team members Mike Ross, Tommy Bowe, Jared Payne and Devin Toner (above) and Walsh with Sean O’Brien (below) |
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The Moodie Report Vice Chairman Dermot Davitt with ARI Retail Operations Director Gerry Crawford at last night’s big launch event at Dublin Airport |
More images coming shortly. Interviews plus comment on the new T1 store will follow in coming days.
