INTERNATIONAL. Welcome to The Moodie Davitt eZine, Travel Retail’s LookBook.
Our cover story outlines how Japanese beauty powerhouse Shiseido is evolving its experiential retail strategy in response to shifting consumer expectations. Shiseido Travel Retail Asia Pacific, Vice President, Commercial and Business Development Fran Law discusses how journey-led environments are designed to drive structured discovery and measurable conversion.
She points to the Clé de Peau Beauté ‘Explore Your Extraordinary – Around the World’ campaign as a clear example of this approach, combining sensorial engagement, guided discovery and expert consultation to shape a more intentional path to purchase.
We visit Frankfurt Airport, where the new Terminal 3 introduces a central marketplace concept that reshapes how passengers move through the space. A 6,000sq m airside hub brings retail, dining and services together, creating a more connected and intuitive journey.
We also report from Porto Airport, where Portugal Duty Free’s redesigned flagship store brings Northern Portuguese identity to the fore through a more immersive retail approach. The concept strengthens sense of place through a curated mix of local products and premium global brands.
At Munich Airport, a new pier introduces a marketplace-style concept rooted in Bavarian identity. Retail and dining are integrated into a single, experience-driven environment that blends regional character with a more modern, international passenger offer.
This issue also features Editor’s Choice, a curated selection of standout concepts and campaigns shaping travel retail today.
Please enjoy this edition with our compliments. ✈
