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An artist’s impression of World Duty Free’s beauty offer at its new 29,000sq ft store, set to open on 27 March |
UK. World Duty Free, in partnership with London-based design consultancy JHP, has developed a new concept for its 29,000sq ft store in London Heathrow Airport’s new Terminal 5.
The commission included the consideration of the entire store experience – staff uniforms, service style, instore “˜soundscape’, music and entertainment, according to JHP Joint Managing Director Steve Collis.
The store, which is over two levels, will have a clean and simple architectural scheme. It will retail beauty, food, luxury, liquor and tobacco products on the Departures level, and sunglasses, watches and jewellery on the Check-in level. Also located within the store will be “˜London’s best cocktail bar’, crowned by a stunning chandelier light fixture and other firsts such as live “˜makeover’ areas, luxury tasting bars and a food hall.
The centrepiece of this work is an “˜Art Wall’ capable of displaying any type of still or moving image. It will be used by both retailer and brands as part of storewide tactical campaigns.
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The concept of “˜contentainment’ was explored in developing the World Duty Free store; (Left) The Foyer, a liquor showcase featuring a cocktail bar and an “˜Art Wall’; (Right) The open sunglasses display next to a traffic-heavy escalator | |
Commenting on the design concept, Collis said: “We worked closely with World Duty Free’s Head of Marketing, Sue Gosling, on exploring the concept of “˜contentainment’ – meaning the harmonisation of cross category promotional campaigns, entertainment, events and airport information. No two visits to the store will ever be the same, so the design displays will be constantly updated and changing.”
World Duty Free’s brief to the agency and its experience in understanding how consumers shop for such products were critical to the success of this project, added Collis.
Sue Gosling commented: “Our partnership with JHP means we can combine their strategic understanding of consumers in transit and their commercial design services with our retail expertise to deliver an outstanding World Duty Free store in Terminal 5.”
World Duty Free launched its new brand badge and corporate identity design by JHP in May 2007.
For details, contact Austin McGinley at JHP Design, tel: +44 20 7722 3932 or e-mail: austin.m@jhp-design.co.uk. Visit www.jhp-design.com and www.baa.com.
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