Our regular feature, brought to you in association with Strange Nature Gin from New Zealand, celebrates memorable scenes, moments, launches and campaigns related to the global aviation and travel retail sphere.
AUSTRALIA. Today’s selection of images features Lotte Duty Free’s departures offer at Melbourne Airport Terminal 2, snapped as we left Australia at the weekend following a hugely successful Australian Airports Association Retail & Commercial Forum last week.
This walk-through store and the rest of the retail offer will look very different following renovations planned over the coming years, beginning with arrivals duty free work which begins soon.
For now, the shape and category mix in the departures store remains broadly as it was under Avolta management (until last year). Opening with sunglasses, fashion and watches (Maui Jim sunglasses occupies the prime store entry promotional spot currently), followed by destination, health & wellness and confectionery, one then arrives into the vast and well-ranged wines & spirits and beauty offer, which face each other across the central aisle.
Within wines & spirits, the local and regional blends well with the big international names. The latter mainly occupy the high-profile campaign posts – Wild Turkey, Jack Daniel’s, Royal Salute and Chivas Regal among them – mirrored by a strong Australian spirits range neatly themed under the ‘Local & Loved’ tag line on shelves. This is mirrored, especially in the vast gin offer, by other regional names such as our Images of the Day partner Strange Nature from New Zealand, which sits in a prominent gondola among other premium gins from around the rest of the world.
Australia’s wonderful world of wines continue to occupy good space too, both on the main shop floor and in elegantly branded shop-in-shop areas.
Across wines & spirits, the branded messaging across digital pillars and wall displays catches the eye, as does the value messaging required to capture the attention of the core Australian and New Zealand shopper base here.
*Watch out for more on Melbourne Airport’s commercial development, coming soon across our platforms.
