MOROCCO. New York-based brand agency and retail design consultancy CBX has completed the initial phases of design work on duty free stores operated by IDFS at Casablanca’s Mohammed V International Airport (CMN). IDFS, Morocco’s first duty free store company, operates 926sq m (9,967sq ft) of selling space divided among a trio of stores at the country’s busiest international airport.
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IDFS has embarked on an ambitious new store and remodelling programme |
IDFS operates 10 airport stores in total. The company has charged CBX with strategically repositioning its stores and establishing new identity standards. This has included the creation of a new logo that, while heavy in Moroccan influence, has been modernised and thus sets a differentiated tone for the new shops.
“IDFS has embarked on a considerable strategic new store and remodelling programme aimed at creating memorable environments,” noted store designer Joseph Bona, President of Branded Environments at CBX. “They wanted to redefine the brand to be more in tune with the high-end specialty stores that its well-travelled customers shop across the globe.”
The fast-track project, begun last July, required a world-class design to increase store shopability, as well as a smart and flexible fixturing system to handle a variety of merchandise that included tobacco products, wines and spirits, watches, handbags, cosmetics and fragrances.
The first phase was completed earlier this year with the unveiling of a new 162sq m (1,743sq ft) wall shop featuring fragrances (Tom Ford, Bvlgari, Hermès, Lacoste & Marc Jacobs) as well as confectionery and gifts.
Inspired by the arches of Moroccan architecture, CBX created a series of “Riads” – a traditional Moroccan residential design featuring an interior garden or courtyard – rendered in a modern way. The firm’s design scheme references the layout of a classic Riad and further delineates merchandise categories and assists wayfinding with stylised silhouettes, pylons and forms within the shop’s open plan.
The plan further employs vertical breaks to create segmented shops to best highlight each merchandise category. Customer journeys through the space are facilitated by overhead departmental signage and internally-lit tower fixtures clearly marked with designer brand logos. Abundant LED ambient light punctuated with softly luminous ceiling-hung pendants enhances the welcoming effect.
Underfoot, the ever-changing Moroccan desert inspired a circulation path which features flooring transitions from dark to lighter colored tiles. To further reflect the country’s rich culture and natural beauty, an indigenous color palette featuring shades of ivory with sea- and sky-inspired blues is combined with classic Moroccan graphical design motifs.
“We wanted travellers to have a lasting impression of Morocco as they were leaving the country,” Bona explained. “By recalling the country’s traditional architecture along with its luxurious natural palette in a modern way within IDFS stores, we believe we’ve accomplished that objective while also reinforcing IDFS’s position as Morocco’s leading travel retailer.”
The second phase of the project was completed in May with a remodelled and expanded wall shop, which is being tied to a celebration of the company’s 25th anniversary. This 330sq m (3,552sq ft) shop is devoted to an expanded selection of prestige fragrances and cosmetics (Chanel, Clarins, Dior, Givenchy, Guerlain, YSL) as well as confectionery (Ferrero Rocher, Lindt, Toblerone, Cadbury, and Kinder), cigarettes (Marlboro, Winston, Camel, Vogue), cigars, spirits, wines and gifts.
Meanwhile, design work is underway for the renovation of IDFS’s 434sq m (4,672sq ft) inline shop featuring handbags, sunglasses, watches, apparel and giftware from brands such as Bvlgari, Dolce & Gabbana, Lacoste, Longchamp and Swarovski – a number of which are exclusive to IDFS in Morocco’s airport retail market. This third location at CMN is expected to be completed later this year.
IDFS’s latest strategic design initiatives are led by Executive Vice President Christopher Tantoco, who grew up in the business under the mentorship of his grandparents and IDFS founders Bienvenido Tantoco Sr. and his late wife, Gliceria Tantoco.
“We have made significant investments in the improvement of our stores,” noted Tantoco. “To strengthen our position in Morocco’s competitive duty free industry, we commissioned specialists CBX and New Store Europe to execute the major transformation of our brand through our flagship store in Casablanca.”
He added: “We wanted to differentiate ourselves from our competitors by adding local flavour to our shops and create an environment that will maximise dwell time, customer flow, and properly present each brands’ products creating a memorable shopping experience. I am very excited as this is only the first step to the robust future of IDFS. Through this project, we have further strengthened our claim of being the “˜Last good buy before you fly!'”
