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Dufry’s revamped store reflects the wider upgrade of the terminal’s retail offer |
ITALY. Travel retail project manager Concourse Display Management has implemented a major upgrade of a Dufry multi-category outlet at Milan Malpensa Airport’s Terminal 1.
The store was one of the first at the terminal to be redeveloped under a project that will dramatically expand and improve the retail offering.
Last month airport group SEA unveiled the terminal’s new luxury area, Piazza del Lusso, featuring several Italian and international high-end brands.
In the Dufry store, Concourse Display Management implemented the redesign to match the prestige of many of the brands as well as higher expectations from travellers – increasingly coming from China, the USA and the Middle East.
In the redesigned outlet products are clearly delineated using ambient lighting and negative space, inviting travellers to enter and browse the shop.
Stand-alone displays highlight premium and super-premium brands, with menus guiding customers through the selection process – which the agency says echoes the personal assistance offered by the most premium brands.
The agency fully managed the implementation, working with Dufry, brands’ design agencies, airport architects and local manufacturers and installers.
Concourse Display Management CEO Rob Penn said: “A quick comparison of the pre- and post-revamp photos clearly demonstrates how the same products suddenly become so much more attractive and inviting given the right environment.
“This is especially important within duty free given the very small window of opportunity to capture the attention of the busy traveller.”
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Before (above) and after: A new look in line with brands’ prestige and passengers’ increasing expectations |
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