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A 5m high representation of the famous Little Mermaid statue dominates the renewed main store |
DENMARK. Gebr Heinemann has opened its reorganised and remodelled retail offer at Copenhagen Airport, just one month after starting its renewed contract at the airport. The retailer has pushed localisation to the top of the agenda with a striking Regionals zone for Danish products in the main store, designed by Copenhagen-based architects Bjarke Ingels Group (BIG).
The Moodie Report is the sole trade media at a partners’ tour of the new retail facilities today. Look out for extensive, on-location multimedia coverage online soon.
The new Tax Free by Heinemann offer comprises a 2,400sq m main shop, a 160sq m Arrivals store and four other shops in Pier A (175sq m), Pier B (80sq m), Pier C (260sq m) and Terminal 3 (160sq m). as well as an online pre-ordering service (www.tax-free.dk).
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Danish products fill the cubes that comprise the statue centrepiece of the Regionals zone |
The focus of the main store is a spectacular Regionals zone featuring Danish products. Taking inspiration from the famous Little Mermaid statue of Copenhagen harbour, BIG has created a five metre tall mermaid in light ash wood, with Danish products filling the cubes that comprise the feature.
Featured products include Anthon Berg confectionery, Lego toys, Livingly stationery and Danish liquor including Gammel Dansk, Aalborg Akvavit and Danzka Vodka.
The entire store builds on Danish design heritage with a shop interior tailor-made for Copenhagen Airport and unique Danish designs incorporated into ceiling, seating and lighting features.
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The company has extended its beauty range and reaffirmed its value offer to shoppers |
Gebr Heinemann co-owner Gunnar Heinemann said: “Copenhagen Airport is an important site for our company. Travellers truly appreciate the unique Danish architecture and the Nordic ambience that has become a Copenhagen Airport trademark. They want to have a sense of where they are, and we wanted to make sure that Tax Free by Heinemann would give them exactly that.”
The new line-up is part of the airport’s vision of offering extraordinary shopping experiences, said Copenhagen Airports Vice President Sales and Marketing Carsten Nørland added. “We want to engage travellers while shopping and allow them to both see and sense the products they are buying,” he said.
“We want them to feel pampered when visiting The Beauty Bar to get a free hand treatment or when visiting The Tasting Bar to taste the high quality wines or new additions to the spirits range.”
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The new store boasts a greatly extended range of wines and Champagnes |
The selection of wines and Champagnes has expanded considerably in the remodelled store, and is now clearly arranged by country and growing region, with the highest quality wines presented in a separate cabinet. Customers are invited to sample many of the wines in store to ensure they find the taste and quality they are looking for.
The Naturals area offers customers natural cosmetics and skincare products from leading labels including L’Occitane, Tromborg, Origins and Linden Leaves. Meanwhile Heinemann and Copenhagen Airport have reaffirmed the value of their beauty offer, which the retailer says offers savings of about 20% compared to the domestic market.
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Heinemann’s Spring Is In The Air campaign gives added prominence to regional brands |
Throughout March and April, Heinemann is staging its “˜Spring Is In The Air’ campaign in a big promotional space in the main shop. Among the products highlighted on the campaign stage are Samsøe & Samsøe’s 2013 spring collection for men and women, children’s clothing by Katvig, colourful watches from Ice Watch and confectionery from Summerbird Chocolaterie.
The campaign is also giving travellers the chance to experience weightlessness; first prize in a draw is a zero-gravity parabolic flight at the Kennedy Space Center in Orlando, including six days’ accommodation.
Another new promotional feature is a Brand Box at the store entrance; with the installations rotating every three months. The initiative premiered with a concept designed to showcase Swarovski’s range.
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Local materials and Danish design heritage feature throughout the remodelled store |
