SWITZERLAND. The Nuance Group is teaming up with leading premium chocolate manufacturer Lindt of Switzerland and other well-known confectionery companies to create a unique retail entertainment experience at Zurich’s new Airside Centre to be opened in September.
A big part of the main 330sq m chocolate boutique will be taken up by Lindt offering an extensive range. The highlight of the newly-designed chocolate retail environment will be the Lindt Maître Chocolatier working in full view of the passengers, demonstrating the art of chocolate making.
Nuance said: “The changing, competitive and complex airport retail market requires new and innovative market concepts from retailers and suppliers. Lindt and Nuance have responded to the changed market conditions by realising a new and exclusive confectionery retail concept, both making use of their expertise in confectionery retail and premium chocolate manufacturing.”
The main new chocolate boutique will be situated on Level II of the new Airside Centre. “It opens up interesting insights and delightful taste experiences through the confiseur’s performance of chocolate making and his chocolate creations,” said Nuance.
The boutique will feature a wide range of well-known confectionery brands. Approximately half of the shop floor space will be taken up by Lindt of Switzerland which will also operate the chocolate manufacturing. On Level I of the terminal, a second, smaller chocolate boutique covering some 70sq m will offer the same product range but without the manufacturing facility.
Nuance said: “The presence of a confiseur at the main shop allows passengers to see behind the curtains of the manufacturing process of exquisite chocolate specialties, a process that creates interest as well as appreciation. The store offers much more than just retail, it becomes a stage designed to entertain the traveller and contribute to a positive travel experience.”
The Nuance Group CEO Europe Carlo Bernasconi said: “At Zurich’s new Airside Centre, Nuance is creating a truly exciting retail experience. Bringing in a top-class chocolate boutique will feature Switzerland’s best-liked product group in all its variety, and through the collaboration with Lindt we are creating an excitingly different experience at the airport.”
Lindt & Sprüngli Group Chairman and CEO Ernst Tanner said: “The manufacture of chocolate in the top premium segment calls for generations of proven expertise, vast knowledge and deep understanding of the art of chocolate making. These core competences can not be acquired on the market. They are part of the process that started at Lindt over 155 years ago and will be continued in the future. We are proud and pleased to have the opportunity to bring in our know-how of chocolate making to this partnership and let the consumer experience the ultimate chocolate indulgence.”
The Moodie Report comments: This is a great initiative that marries two key themes of travel retailing in the 21st century – the need for an airport to showcase its own country, and for greater “˜retail-tainment’ for shoppers.
The Swiss chocolate industry is world famous and world class and deserves such an international showcase. Those airports around the world which have championed local products – Bahrain, Buenos Aires and Sydney, for example – have won deserved kudos and incremental revenues through their vision. This latest initiative promises to be one of the best yet.
MORE STORIES ON LINDT AND THE NUANCE GROUP
Nuance-Watson dines out on Italian success at Changi: follow-up courses on corporate menu – 11/06/04
Nuance-Watson wins Changi bistro contract – 07/06/04
LFP/Nuance opens new Lisbon stores – 28/05/04
Lindt & Sprüngli springs into new product development – 30/10/03
Product innovation drives Lindt & Sprüngli first half sales – 26/08/03
