SWEDEN. The Nuance Group has unveiled a new 1,680sq m flagship store at Stockholm-Arlanda Airport Terminal 5, the largest store in the group’s portfolio and certainly one of its most impressive. {Look out for our full report and extensive Picture Gallery coming later].
The new walk-through Tax Free Store has been developed in close cooperation with airport partner Arlanda Schiphol Development Company (ASDC). It is located directly after the new central security area at T5, with some 60% of all passengers travelling from T5 passing through the shop on their way to the gates.
The store houses shop-in-shop concepts (the so-called “˜Worlds of”¦’) for the traditional duty free core categories of liquor, tobacco and perfume & cosmetics as well as confectionery and destination products.
 |
This striking image conveys the immense sense of space in the new 1,680sq m store with near 8m ceilings |
 |
Another view of the walkthrough store that neatly captures both the depth and height of the environment |
 |
 |
You didn’t know that Sweden makes whisky? Well if you travel through Arlanda you’ll find out all about it |
 |
The Nuance Group General Manager Sweden Karl Walter with ASDC Managing Director Anne-Marie Zuidweg |
Walking down from the upper floor security level, which opens next April, passengers have a spectacular overview of the store with its 8m ceiling height. On their way through the store they encounter a “˜World of White Spirits’, a “˜World of Whiskies’, a “˜World of Wine & Bubbles’, a “˜World of Cognac’, a “˜World of Cigars’, a “˜World of Wellness’ and a “˜World of Perfumes’, with the rest of the product offer centred around these areas.
The new duty free store is part of a grand expansion of T5. The departures hall is being widened, with check-in counters on one side and check-in machines on the other and security checkpoints consolidated at one end of the terminal. Eventually the security area will be open on two levels – only the downstairs level was open during our visit – featuring eleven lanes and a much-improved flow from check-in to gate.
But first there’s the opportunity to shop. Immediately post-security, passengers arrive at Sweden’s largest duty and tax free shop. “It will be easier for passengers to find, and faster to reach shopping, restaurants and aircraft,” said LFV Stockholm-Arlanda Head of Corporate Communications Jan Lindqvist.
Not just easier and faster but also of much higher quality. “Passengers are demanding better shopping,” said Arlanda Schiphol Development Company Managing Director Anne-Marie Zuidweg. “The new tax free shop is one element of our effort to make time spent at the airport pleasant and inspiring. The journey begins well before you board your aircraft, and our ambition is to offer an exciting experience starting at Stockholm-Arlanda.”
Two years of development
 |
Arlanda Schiphol Development Company celebrates new opening |
The set-up of the store is the result of more than two years of research and development and intensive work on category management, the group said. The objective was “to present each product category at its best as far as range, price and promotions are concerned and to convey both passion and expertise through the way the products are presented”.
Two promotional platforms located at strategic locations within the store allow single brands to individually showcase their products. These promotions tie in with the educational theme of the “˜World of “¦’ concepts, targeted at converting customers into connoisseurs and sparking their enthusiasm for the product on offer.
The Nuance Group Europe CEO Jean-Paul Bonnel said: “We are truly excited about our new flagship operation, which will serve as the role model for all future General Merchandise stores to be opened in our European region. Our target was to make time spent at the airport enjoyable and inspiring.
|
The Nuance Group hits new heights in Stockholm |
“By offering travellers an exciting range of products at great prices and presented in a breathtaking environment, we will allow them to better understand and appreciate the supreme products we are offering them, thereby converting them to repeat buyers.”
The Nuance Group Sweden General Manager Karl Walter added: “For this new flagship store, great care was given to create a unique Sense of Place using traditional Swedish elements and colours and translating them into modern Swedish design.”
Anne-Marie Zuidweg added: “The new store has been developed in close cooperation with us. To us, it was essential that the store should reflect the uniqueness of Sweden while providing a truly outstanding offer as far as product assortment and presentation are concerned.
“At the same time, we have endeavoured to find the optimal balance between commercial offer and operational processes. We are pleased with the final result and look forward to many happy customers enjoying their shopping at Stockholm-Arlanda Airport.”
 |
Education, via tastings, brochures and well-trained staff, is key to engaging the consumer in such a vast store |
 |
This is a nice shot that portrays the space given to – and between – the various ‘worlds’ |
Distinct ‘Worlds’ for diverse product categories
The “˜World of “¦’ concepts present each product category in its own unique setting and design. The concepts provide background information on the specific product such as country or region of origin, ingredients, special features, tasting notes or recommendations of the month voiced by an independent expert in the field.
All the educational material is targeted at stirring up the customers’ interest in the product and converting them into connoisseurs who will recognise and purchase the more exclusive product next time.
 |
Luxury French brand Valrhona is one of several star names in the premium chocolate area |
World of Chocolate: This section is designed in warm tones of brown. Loose chocolate is sold over the counter, allowing passengers to assemble their personal “˜best of’ mix, while a specialist chocolatier demonstrates the art of chocolate-making in a retail theatre set-up. Much attention is given to educating the customers on the origin of cocoa beans used and special ingredients.
World of Whisky: This area features many rare products, with information material regarding the particularities of Scotland’s different distilling regions and the influence of the origin on the taste of the product.
World of Wine & Bubbles: This sector presents a wide choice of sparkling wine in a shop-in-shop dominated by the design theme of bubbles. It also features a large selection of wines of different origins presented along with tasting suggestions and recommendations from international wine experts.
World of White Spirits: Dominated by a giant arch made from LED screens depicting various content, sponsored by vodka brand Absolut, this section houses a wide assortment of vodka, rum, gin and tequila.
 |
L’Occitane heads an impressive line-up of wellness brands that underlines Nuance’s conviction towards the category |
World of Wellness: This concept was created to meet the needs of an emerging segment within beauty -customers who want to pamper themselves and who show an interest in natural and organic products. This new concept claims to be a world first for airport retail within a large general merchandise store. The shop-in-shop unites a series of skincare brands offering wellness, natural and organic skincare. Some brands such as Korres Natural Products and Amala are making their debut in the Swedish market, while others like Ole Henriksen or REN become available in Swedish travel retail for the first time. Still other brands such as Organic Apoteke, John Masters Organics, Ila, Taer Icelandic and Nux mark their worldwide travel retail launch at Stockholm-Arlanda.
 |
Note the great way a supporting column has been used as a beacon to The World of Perfumes |
World of Perfumes: This shop-in-shop presents a wide range of classic favourites as well as the latest releases. To make it easier for customers to find the scent that suits them, the educational material focuses on matching ingredients with passenger preferences, classifying scents and providing guidance.
 |
Big brands such as Clinique act as a beacon to the luxury beauty area at the end of the vast store |
 |
 |
Local cosmetics brand Make Up Store seems set to be a smash-hit success in its travel retail debut at Arlanda |
World of Cosmetics: This section carries major cosmetic brands including Chanel, Dior, Estée Lauder, Lancôme, Biotherm and Clinique in their dedicated studios.
World of Cigars: Located in the tobacco area, this concept features a 16sq m walk-in humidor (by Dunhill) presenting a range of cigars both from Cuba and the Dominican Republic, Nicaragua and Honduras in a state-of-the-art environment. The educational element here focuses on tasting notes and indication of smoking length.
 |
Snus, a Swedish tobacco speciality, gets great space and focus with its own stand-alone ‘Snusidor’ |
 |
The Snusidor features an attractive – and supremely space-efficient merchandising system |
 |
 |
The World of Cigars features a 16sq m walk-in humidor as well as the world’s first ‘Snusidor’ |
Snusidor: Especially developed for this store, this 16sq m walk-in display with a fully refrigerated back wall presents Swedish snus tobacco in a completely new way. Snus accounts for some 50% of all tobacco sales in Arlanda and will clearly benefit from the upgrade in presentation, The Nuance Group said.
 |
Demonstrations of local handicraft making emphasise the retailer’s strong commitment to championing Swedish tradition |
Spirit of Sweden: Designed to house destination products with a strong focus on Swedish design, the shop presents a selection of souvenir items such as the Swedish moose, T-shirts and key rings. It also presents a select choice of gift and design items from Swedish glass manufacturers Kosta Boda or Orrefors.
 |
The layout of The Nuance Group’s new Tax Free Store: 1 – World of White Spirits, 2 – World of Whisky, 3 – World of Wine & Bubbles, 4 – World of Cigars, 5 – Snusidor, 6 – World of Chocolate, 7 – Spirit of Sweden, 8 – World of Wellness, 9 – World of Perfumes, 10 – World of Cosmetics, and 11 – Promotional areas |
ABOUT STOCKHOLM-ARLANDA AIRPORT
Stockholm-Arlanda is the largest airport in Sweden, with 167 destinations and 74 airlines. Some 50,000 passengers fly in or out of the airport daily. About 16,000 people employed by 250 companies work at Stockholm-Arlanda. The commercial activities at Stockholm-Arlanda Airport are managed by Arlanda Schiphol Development Company (ASDC) AB, a joint venture between the Swedish LFV Group and Schiphol Group. ASDC AB manages all commercial activities at Stockholm-Arlanda Airport.
ABOUT THE NUANCE GROUP (SVERIGE) AB
The Nuance Group opened for business in Sweden in January 2002. It currently operates 25 tax free stores and specialist boutiques at 15 Swedish airports, employing 300 staff. The operation is led by General Manager Karl Walter.
At Stockholm-Arlanda The Nuance Group operates 11 shops in T2, T4 and T5, covering some 4,000sq m.
[comments]
Your post will appear – once approved – in The Moodie Forum on our home page
MORE STORIES ON THE NUANCE GROUP
The Nuance Group provides fashion with flair at new Manchester Airport department store – 09/12/08
Nuance names senior communications executive – 25/11/08
Nuance-Watson (Singapore) launches Loewe’s new feminine fragrance at Changi – 12/11/08
