UK. World Duty Free is today unveiling a new “˜brand badge’ for its state-of-the-art retail offer at London Heathrow Airport Terminal 5, which opens next year.
The retailer will formally launch the image at the Cosmetic Executive Women Awards (CEW) today.
The choice of launch pad is highly appropriate as BAA subsidiary World Duty Free generates 20% of total UK fragrance sales (domestic and duty free).
Identifying the CEW Awards as a celebration of excellence and innovation in the beauty industry, World Duty Free Managing Director Mark Riches said that the refreshed identity will appeal to new and existing customers, as well as “exciting and inspiring” the retailer’s customer base.
Designed to complement the “inspirational and aspirational” design of its seven new cutting-edge shops at T5, World Duty Free has worked alongside JHP Design to develop the concept. JHP Design also designed the retailer’s main store in T5.
Riches said: “This year will mark the 10th anniversary of World Duty Free and we are very aware that it is essential to continually refresh and renew a brand, particularly when you have developed new, path-finding concepts in your stores.
“We needed to create a brand that was fit for the 21st century and which had the ability to tempt all consumers with a modern, stylish and simple identity. We are looking forward to monitoring the impact this will have on customers shopping in World Duty Free at Terminal 5 next year.”
JHP Design Joint Managing Director Steve Collis said: “Once in a while we get to work on a project that is so different, so radical in its departure from the retail norm that there is an exceptional and tangible buzz and excitement in our studio. The new World Duty Free store in Terminal 5 is just such a project, and demanded a new brand badge that could appeal to the most diverse customer base on earth and quite literally travel.”
MORE STORIES ON WORLD DUTY FREE
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BAA and World Duty Free reassure travellers with impressive new consumer campaign – 12/01/07
