ARGENTINA. InterBaires is making a bold statement of walk-through design with the Departures duty free store opened on 9 July in the new Terminal C at Buenos Aires Ezeiza International Airport.
Known as Store 25 by the Argentinean retailer, the new outlet is designed to be 100% walk-through and to create a sense of uncluttered space in its 750sq m footprint.
InterBaires Commercial Director Rodrigo Manceñido told The Moodie Report that the Departures store follows the look and feel of the latest stores opened at Buenos Aires Aeroparque.
With a 12m high ceiling and a back wall of the terminal window (overlooking the apron and runway), expansive views and natural light abound.
The lighting and display design sought to optimise that sense of space, Manceñido said, resisting the temptation to load the store with product, but also creating shop-in-shop environments with lower ceilings.
“Because it is not such a big store, we are focusing on the core categories and core brands within these categories, following an 80:20 rule to have the majority of our best-selling products featured without a great degree of experimentation,” said Manceñido.
Terminal C’s offer is limited to Departures, because arriving passengers will continue to be processed through other terminal areas. Passengers access the store by an escalator after processing through customs and immigration posts.
“Aerolíneas Argentinas carries mainly Argentineans, so we are targeting our product mix to that customer profile,” he said. Fragrances, cosmetics, liquor and local wines, tobacco, watches and sunglasses are the core categories.
The initial sales performance in the 21,000sq m Terminal C – inaugurated on 14 July by Argentinean President Cristina Fernández de Kirchner – has been encouraging.
Advertisement | |
