GERMANY. Frankfurt Airport Retail, the joint venture between Fraport Group and Gebr. Heinemann, has reopened the 580sq m B-West store at Frankfurt Airport Terminal 1 as a new World of Fine Taste experience. It houses liquor, tobacco and confectionery with brands that include Hennessy, Rémy Martin, Royal Salute and many others.
The space complements the beauty store in B-East, which opened in June 2021. This outlet offers perfumes, cosmetics, and skincare from brands such as Kylie, Kérastase, Creed and Maison Francis Kurdjian.
Both stores are located in Area B airside. Due to their proximity to each other, they have been separated by category to offer travellers a wider range of products.
B-West stands out for a distillery concept and, with high-quality materials and digital elements, is a new attraction for passengers in the T1 B Non-Schengen luxury marketplace.
The store features a range of highlights:
- The Japanese plug-in system Cidori a relevant setting for Asian spirits such as whiskeys from Yamazaki and Hibiki or for Chinese baijiu.
- An aroma table developed in-house represents a new experience for passengers. Aroma profiles of spirits and wines are presented individually and with emotion, said FAR.
- A highlight is a rare Riesling: there are only eight bottles of the Kloster Eberbach Steinberger Riesling from 1920 left in the world. One bottle is offered exclusively at the World of Fine Taste. In addition to the quality of the wine, the bottle is sealed with a dynamically encrypted smartphone-enabled NFC tag, which provides the bottle with a unique ID.
- Regional Sense of Plpace is reinforced by a prominent presentation in the centre of the store: many German and regional must-haves, such as Jägermeister or exclusive wines from the area around Frankfurt and high-quality spirits from the region can be found here.
- Travellers can discover wine with a special wine finder and compare it with other wines using interactive RFID technology.
- When furnishing the new World of Fine Taste, special attention was also paid to sustainability: for example, the furniture system in the store consists of flexible elements that can be used again for different purposes. This makes the store highly adaptable, while at the same time conserving resources, said the partners.
FAR Managing Directors Georg Fuhrmann and Richard Hoyer said: “We are very proud of the result and of the great team effort behind the redesign. The B-West and B-East experience worlds combine impressive brand staging, a strong sustainability concept, and the claim to offer travellers unforgettable experiences.
“Besides that, the elaborate shop concept impressively shows how strongly the travel retail sector is recovering after the pandemic. We firmly believe that people will continue to travel and that they will use their travel time to discover new products and brands.”
Gebr. Heinemann Chief Sales Officer Florian Seidel commented: “We are very proud of what we have achieved together. The newly designed shops are a perfect stage for our spectacular assortment and will inspire the international passengers. It is the result of our aim to constantly develop our shopping landscape further.” 
