LEBANON. Beirut Duty Free has extended its retail offer with the launch of its sunglasses store brand In Shades in the departure terminal at Beirut Rafic Hariri International Airport.
The store, which was unveiled in April, represents the retailer’s commitment to providing “unparalleled retail experience” to travellers.
The 171sq m boutique concept was designed in partnership with Wanda Creative UK.
Beirut Duty Free Director, Business Development Lynn Zeidan said: “The In Shades concept draws inspiration from the vibrant cultures, architectures and events of Beirut and its surroundings. Central to its design is the iconic Pigeon Rocks in Raouche, Beirut, where ancient history meets modern living.
“The store’s architecture, featuring a unique dome structure and semi-transparent metal mesh, creates a captivating focal point, drawing customers in from the security zone and beyond.”
The boutique’s organic form, illuminated by panoramic horizontal light slots, resembles the sedimentary lines of Pigeon Rocks, a renowned tourist destination in Beirut known for its rock formations.
The interiors feature sustainably made Jesmonite display tables and service desks, inspired by the contoured, layered stone effect of the historic landmark.
In Shades showcases a carefully curated collection of 44 brands, accommodating 1,434 facings of sunglasses offered at price points ranging from US$35 to US$3,135.
The store features Midde East travel retail exclusives from brands including DITA, Thom Browne and Karen Wazen, alongside personalised fixtures from Ray-Ban, Prada and Dior.
Beirut Duty Free Managing Director Gerry Crawford said: “This is definitely one of the biggest and most curated sunglass stores in the region. In Shades has had a really positive reception from our customers and suppliers and has delivered a significant passenger average spend increase for the category.
“These achievements underscore Beirut Duty Free’s resilience and innovation in the face of regional challenges.”
In Shades’ store design aims to maximise sales, featuring floor gondolas to ensure product visibility as well as block signage to help customers easily browse products.
To promote the latest brand campaigns a 5m LED screen is also displayed in the store, with soft background music.
The store’s lighting highlights the details of each frame and lens, while numerous mirrors enable customers to try on sunglasses.
Customers are guided by experienced sales staff, keeping them informed about the latest trends and novelties. ✈
