CANADA. LS travel retail North America has opened the newly redesigned Relay store at Toronto Pearson International Airport in a world first for the revamped concept.
The Relay concept, based on market research, has been re-designed to “elevate the traveller’s shopping experience”, the company said.
The changes include new brand identity and design, an optimised product line, and a range of personalised services.
LS travel retail said: “With its new design, the store becomes the media itself. The flexible wall structure is laid out like the pages of a magazine on an iPad: with short texts and graphics that act both as way-finding and design elements.
“The structure is modular, allowing the store to constantly adapt to trends. Overall, the design is crisp, open and sophisticated.”
(Above and below) “The store becomes the media itself”: Note how neat, simple categorisation of the different product offers acts both as a way-finding and design component |
While Relay still offers mass-market products, the store now includes a broader selection of exclusive brands and unique items, ranging from local artisans’ products to the upcoming PanAm games, to be held later this year in Toronto.
The concept, introduced as part of the airport company’s recent Travel Essentials Request for Expressions of Interest, was selected by the Greater Toronto Airports Authority (GTAA) for all of the 25 stores tendered.
“We are extremely proud of this new concept and of the trust the GTAA has put in our team,” said LS travel retail North America Chief Development Officer Vadim Motlik. “As one of our closest and longest airport partners, we are glad to be extending our relationship with the GTAA, and to be unveiling our brand new Travel Essentials flagship in their world-class facility.
“The Relay brand was born over 150 years ago and not only does this new design build upon its legacy as the traveller’s expert, it also sets the tone for all Travel Essentials programmes in international hubs.”
“At Toronto Pearson, we’re happy to continue building on our strong relationship with LS travel retail and the Relay brand that is well-known for its unique and strong travel essentials offering,” said Greater Toronto Airports Authority Director of Commercial Development and Passenger Communications Mike Ross.
“Our goal is to be a destination in and of itself. That’s why we continue to develop our stores and services, which offer great gifts, relaxing indulgences and last-minute essentials for a perfect vacation.”
Out of the 25 stores awarded, two have already opened, both in Terminal 3’s new Pier A. The other stores will follow, according to a deployment plan phased through 2016.
