NETHERLANDS. Pernod Ricard Global Travel Retail (GTR), in partnership with Gebr. Heinemann and Schiphol Airport Retail, has revealed a transformed Amsterdam Golden Beacon liquor & tobacco store at Amsterdam Airport Schiphol.
Opened on 29 June, the airside store incorporates digital technology and features a dedicated space for Pernod Ricard brands.
The partners said: “The transformation of this revolutionary retail space into a fully modular store is an industry first and represents a breakthrough in retail design strategy.”
The space features digitised screens, glorifiers and wave and learn engagement systems that create an immersive shopping experience for customers. The fully modular retail concept allows for versatile use and cross-category experiences – suited for showcasing a multitude of brands and products. The dedicated permanent area for Pernod Ricard is the centre of attention within the store, displaying a curated selection of the company’s whiskies.
With a focus on sustainability from the partners, the Amsterdam Golden Beacon store should minimise environmental impact. The multi-brand activation space illustrates Pernod Ricard’s Future of Retail strategy and focuses on two design pillars: modularity and digitalisation. These are underpinned by Pernod Ricard’s Circular Making principles, which are aligned with its Good Times from a Good Place 2030 roadmap and informed by the retailer’s Life Cycle Analysis tool.
The project has achieved a carbon footprint reduction of -76%, at the same time conserving an estimated 1.2 tonnes of natural resource build materials across its three-year lifespan. 
The project has achieved a carbon footprint reduction of -76% and conserved an estimated 1.2 tonnes of natural resource build materials over three years.
Pernod Ricard GTR General Manager for EMEA and Pacific Antonio Duva said, “Our longstanding collaboration with Gebr. Heinemann and Schiphol Airport Retail has been continuously focused on driving innovation and pushing the boundaries of retail design, which has led to the launch of the newly refurbished Golden Beacon retail space.
“We are proud of our new modular space design, which offers customers a dynamic environment where they can learn more about our brands and immerse themselves in our exceptional product range. This partnership exemplifies our commitment and our dedication to delivering extraordinary retail experiences for our customers, and we look forward to the future as we continue to push developments in innovation and redefine the retail landscape together.”
Gebr. Heinemann Head of Advertising and Promotion Katja Diehr commented: “We are proud of how we evolved the space further together with our trusted partner Pernod Ricard. It’s a proof of travel retail’s strong comeback after the pandemic. The interactive elements add to the unforgettable experience we aim to offer and will attract global travellers keen on the latest trends and insights into brands.”
Schiphol Airport Retail Managing Director Simon Asmus said, “We are thrilled to be a part of the collaboration between Pernod Ricard Global Travel Retail and Schiphol Airport Retail (joint venture between Heinemann and Schiphol Group) for the unveiling of the newly refurbished Amsterdam Golden Beacon retail store.
“The innovative modular store design, combined with cutting-edge digital technology and interactive elements, sets a new standard in the industry. We are excited to redefine the retail landscape and continue driving innovation together with our valued partners.” ✈
