DENMARK. Gebr. Heinemann has unveiled its first ‘Experience Space’ at Copenhagen Airport. [Note: A full on location report from our Senior Editor Mark Lane will follow shortly.]
The concept is centred around the theme of ‘fluid perspectives’ and offers a flurry of digitally-driven innovations. These include lift and learn technology, interactive screens, a digital floor as well as immersive visuals and sounds. It is located within the Tax Free store at the airport.
The experience begins as soon as travellers take one step onto the digital floor, which activates an interactive water animation. By waving their hands travellers can change the water’s direction across the multiple digital screens surrounding the space.
Visitors can pick up a model of a water drop to activate an animation which highlights the environmental importance of water to Denmark, which has 8,750 kilometres of coastline, and its capital Copenhagen. It also highlights city water projects including underwater gardening.
The space showcases five brand expressions: Narciso Rodriguez, Talisker Wilder Seas, Absolut Vodka and two Danish sunglasses brands MessyWeekend and James Ay.
Each brand has impressive sustainable credentials and a deep link with water and the environment. The brands featured in the Experience Space will be rotated regularly.
The space’s lift and learn technology enables visitors to gain a deeper understanding of each brand and their products. For example, by lifting a bottle of Talisker Wilder Seas, travellers learn that a £3 donation is made for every bottle sold to help protect the oceans.
By picking up a pair of sunglasses from James Ay, a digital animation tells travellers that the brand’s products are made from Mazzucchelli M49, a material of which 90% can be converted to natural gasses, while the remaining 10% can be turned into water and biomass.
At the Experience Space, travellers can discover Narciso Rodriguez’s new ‘All of Me’ feminine scent, by enjoying a rose drink which is inspired by the fragrance’s rose notes.
“We promise the travellers unforgettable experiences as a part of our mission statement to turn travel time into valuable time,” commented Gebr. Heinemann Director Sales Experience & Excellence Sören Borch.
“Our new Experience Space is another proof point of how we bring our promises to the shop floor – in this case with an interactive and inspiring consumer experience that delivers a unique shopping proposition. It is multi-dimensional, agile and programmed to continuously reinvent itself to stay in touch with the changing consumer expectations. After the launch in Copenhagen, there is still more to come in other locations.”
Gebr. Heinemann Copenhagen Managing Director Katrin Bamler added: “We are very happy to present this amazing new concept to the travellers. I have never seen anything like it, and I think that it offers the perfect mix of content, excitement and shopping opportunity. We share a longstanding and very trustful partnership with Copenhagen Airport and are delighted that they embarked on this new adventure with us.” ✈
The sentiment was echoed by Copenhagen Airport Head of Sales & Ecommerce Åsa Söderberg who said: “At Copenhagen Airport, we always strive to give our passengers an extraordinary experience. The new Experience Space provides new forms of interaction and inspiration between brands and customers and we are pleased Gebr. Heinemann chose Copenhagen Airport for the launch of the new concept.
“The area will focus on brands that can deliver an extraordinary experience and gives smaller local Danish brands the opportunity to reach a wider audience. Our experience shows that unique experiences and good service are closely linked with increased sales and something that passengers today expect from traditional retail.”