GERMANY. Fraport, the company that operates Frankfurt Airport, has developed a new pop-up store rental concept to attract brands. They can showcase their products in fully-equipped retail space for six-month periods without the need for a long-term commitment.
The airport company is advertising the new model with the slogan ‘Be on top, rent a pop-up shop’.
Fraport Key Account Manager for Retail Birgit Hotzel explained: “The new pop-up shop concept allows us to offer brands and operators a flexible short-term rental contract. Without making a big commitment, interested brands can try out Frankfurt Airport as a retail location to market their products to passengers and visitors.”
Currently there are two pop-up areas available. One is in the Shopping Avenue, located in the pre-security section of the airport, and the other in Concourse B (non-Schengen), airside after security and passport control. “We work together with each brand to find the best location for their market entry,” said Hotzel.
In its marketing, Fraport said that the landside space had the potential to deliver €10,000 in turnover per square metre per year, based on 2019 traffic levels and traveller profiles, with the airside potential figure €40,000 to €45,000.
The first brand to sign up for the airside pop-up shop after its completion in early 2022 was Lakrids by Bülow, a luxury liquorice and chocolate manufacturer.
Lakrids Head of Sales for Germany, Austria and Switzerland Torben Schmidt said: “Our goal is to let people around the world know about our products and to increase our brand awareness. And where better to do that than at an international aviation gateway?”
Gridstudio GmbH, a Danish interior systems company, is a partner with Fraport in the project, ensuring that the spaces offer both functionality and attractive design. The modular interior allows the retail spaces to flexibly meet the needs of the pop-up tenants. Fraport has already gained the structural and fire-protection permits, so the retail spaces can be rented out quickly.
Fraport also supports the marketing of brands renting pop-up space with a personalised media package. This includes on-site marketing campaigns and marketing measures via Fraport’s digital channels, such as the airport’s website at www.frankfurt-airport.com, the Instagram account #beforetomatojuice and WeChat.
For brands that wish to advertise using additional media, marketing agency Media Frankfurt GmbH offers a supplementary individualised media package at special rates.
