Extending the Heinemann Duty Free brand (left to right): Claus Heinemann, Gebr Heinemann (Salzburg) Retail Manager Achim Fass, Salzburg Airport CEO Karlheinz Bohl, Gunnar Heinemann and architect Dr Volkmar Burgstaller |
AUSTRIA. Gebr Heinemann has unveiled its Heinemann Duty Free retail brand at the newly expanded and refurbished store at Salzburg Airport. Along with the new name and brand identity, there is a strong emphasis on products and specialities from the local area through a new “˜Regionals’ zone in the shop (see below).
Construction work was completed recently to upgrade Salzburg’s Wolfgang Amadeus Mozart Airport, and the 415sq m shop was reopened.
Alongside the familiar Travel Value & Duty Free logo, the Heinemann Duty Free brand name features for the first time outside Germany. The Heinemann Duty Free logo, unveiled previously at Hamburg and Frankfurt airports, comprises three bright red sails alongside the Heinemann name, evoking the Hanseatic City and symbolising airport shopping.
Heinemann’s new shops represent three key elements, the retailer noted. First, international brands at low prices, with particular emphasis on a wide assortment of products and stock availability. Second, customers should enjoy a full service: passengers can pre-order purchases before embarking on their trip, either by telephone or online, and collect at the airport. The third element is the “˜personality’ element delivered by highly trained staff, the company said.
Regional flavour
One highlight of the new shop concept is the “˜Regionals’ area – a promotional stage on which selected products, specialities and delicacies from the local region are presented. For Salzburg, the regional range includes the world-famous chocolate and marzipan “˜kugel’ along with other typically Austrian delicacies and souvenirs.
As at other Heinemann Duty Free locations, the “Regionals” stage also features an eye-catching design. Austrian architect Volkmar Burgstaller was responsible for planning the stage at Salzburg Airport. “The regional presentation area for Salzburg was developed on the basis of two contrasting design approaches,” said Burgstaller. “The inner part symbolises the stages of the festival city, while the exposed outer section represents the landscape, and especially the surrounding hills and mountains.”
The new store also extends the partnership between Gebr Heinemann and Salzburg Airport, whose CEO Karlheinz Bohl said: “High-class duty free shopping has become a firm feature of the airport and travel experience. We are delighted to have been working for so long and so successfully with Heinemann Duty Free, which is a world-leading organisation in the field.”
The partnership dates back to 1964. Heinemann initially acted as a supplier and later (from May 2001 onwards) as the operator of the Travel Value & Duty Free shop. Bohl added: “I was impressed to find that the Heinemann Duty Free shop was bigger, brighter and more clearly planned that I’d expected. Apart from the excellent product range and superb value for money, it’s the welcoming atmosphere that will draw people into the shop.”
Claus Heinemann, Salzburg Airport CEO Karlheinz Bohl and Gunnar Heinemann celebrate the opening |