GERMANY. Hugo Boss and Gebr Heinemann have revealed a new design for the brand’s store at Hamburg Airport, featuring digital elements and a Sense of Place. The store has also been relocated to a new 157sq m location in the busy T2 south zone.
Customers are engaged with distinctive campaigns such as ‘Boss loves Hamburg’ via digital screens in the shop and in the shop windows. The ceiling design was modelled on a sea container, evoking the Hanseatic city’s seaport.
Gebr Heinemann Director Purchasing Fashion & Accessories Jan Richter said: “Our experience tells us that travellers like to sense where they are. Passengers appreciate Hamburg’s maritime flair and northern German atmosphere. That’s why we worked with Hugo Boss to develop a shop concept that is specially tailored to the city.
“We have a long-standing partnership in the travel retail sector with Hamburg Airport and the Hugo Boss brand; we have been working together successfully and in a spirit of trust in Hamburg since 2010. That’s why we take particular pleasure in implementing this new concept of regional, digital customer contact in this form for the first time here at our home location.”
Hamburg Airport Head of Center Management Lutz Deubel said: “The newly designed Hugo Boss store offers our passengers a modern and even more varied shopping experience. In addition, it convinces with its central, well-frequented location just behind the security checkpoints.
“The new design featuring Hamburg references fits perfectly into the design concept of our pier: here, too, air travellers are reminded of their favourite places in the Hanseatic city at many gates and bars. I look forward to continuing the successful cooperation with Gebr Heinemann and Hugo Boss with a new lease of life.”
The new shop is more clearly arranged, said the partners, with improved presentation of goods by category. Category walls such as the Polo Wall or the Sneaker Wall create clear segmentation, they added.
“The improved area allows us to display a wider range of all products and to stage the respective product groups individually. This provides much better guidance and, above all, a more enjoyable shopping experience for passengers with little time,” said Heinemann Duty Free Managing Director Hamburg Airport Anja Fürstenberg.
The store also reintroduces a women’s collection alongside accessories and shoes plus business, athleisure and casual collections for men. Local products such as a ‘Boss loves Hamburg’ shirt will also soon be included in the range. In future shoppers will also be able to personalise leather accessories in the shop.
As well as with being popular with Germans, the German fashion brand is popular with customers from Scandinavia, Russia and the UK, said Heinemann.
In spring 2019 Gebr Heinemann opened a new fashion & accessories multibrand store and a sunglasses multibrand store at Hamburg Airport.
“The new Hugo Boss boutique joins our exciting new store openings and redesigns here in Hamburg and perfectly complements the range of products on offer. We expect very positive development for all stores,” said Richter.
