TAIPEI. The Design Solution has said it wanted to “reach the traveller through the five senses across the whole store” with its recent work on Ever Rich Duty Free’s new-look store at Taoyuan International Airport.
As reported, Ever Rich recently held a VIP inauguration for its new retail zone in Terminal 2 of Taoyuan Airport after a NT$1 billion (US$33 million) investment.
Ever Rich partnered with London-based The Design Solution on the store design, with the design agency aiming to provide a “retail encounter that shares a deeper expression of Taiwan,” the company’s Director Nick Taylor said.
Taylor said The Design Solution aimed to do this by comprehensively engaging all five senses across the whole store experience.
From a visual perspective, Taylor said: “From our bird’s eye visual of the store layout (above), you can readily see how the flow is designed to actively draw passengers as they leave the security area and into the store. The key was to entice them with stunning, high-scale visibility that aims to capture their interest at that key psychological moment as the relative stress of the check-in and security gives way to a feeling of freedom and exploration.
“By sharing such immediate and impactful category and brand visibility we aim to engage with them from a distance, thereby taking other dwell time activities and rival retail options out of the equation. This is particularly important at this store due to the ‘walk-by’ layout of the terminal space, whereby passengers enter the retail area from a central point, with the option to step towards the Ever Rich store located to their right, or rival retail options to their left.”
Within the store, Taylor said that the design agency had aimed to give each product category its own story, but have them all held together by the over-arching design concept. “[This] blends the theme of dynamic modern Taiwan with beautiful expressions of ancient local culture, from the energetic fun of neon slogans in the ceilings to exquisite artwork and stunning large-scale visuals by local artists. The Hennessy bar, for example, offers a luxury encounter styled in rich copper tones but also adds contemporary humour through the vivid neon signage above it,” he added.
On Sense of Place, Taylor continued: “We wanted the design concept to reflect the comfortable co-existence between the vibrancy and fast pace of Taipei – with its fusion of cultures – and this green and uniquely mountainous island. This can especially be seen in the digital ‘living walls’ together with vibrant neon-effect signage and a layer of digital communication throughout the store.
“I would also add that Ever Rich and Taoyuan International Airport clearly understand the need for that sense of location to be shared throughout the whole airport and not solely within the retail experience. Across Taoyuan Airport, Ever Rich has a long history of celebrating the beauty of Taiwan with the world.
“All too often in the airport industry, it is the retail space that seems to be assigned almost sole responsibility for transmitting a Sense of Place but, to be fully effective, that local spirit needs embedding throughout the passenger journey. The commercial reality is that sharing an authentic local spirit across the whole airport not only provides a unique experience and enhances the passenger perceptions of customer service, it actually helps drive non-aeronautical revenue.”
While the stores are visually engaging, they go further by successfully engaging the other senses, according to Taylor. “Once enticed in by the colourful visual promise of the store, shoppers are engaged by the multi-sensory energy of the space, including an integrated sound system and a scent delivery mechanism which, when combined together, deliver an intriguing and memorable experience for the shopper. Across the store and the second-floor F&B space, there are many experiential options – from cocktails and digital makeovers to authentic local F&B and cultural encounters – thus developing a multi-sensory experience that helps form an emotional connection with the shopper,” he said.
Taylor added: “Their [Ever Rich’s] partnership approach and commitment to the traveller not only drives the airport experience higher, but also makes them a truly exceptional company to work with.”
Footnote: Look out for our special reports in The Moodie Davitt eZine and FAB (our sister title dedicated to airport food & beverage) coming soon.
