Largest European Walk-Through WDF Store Opens

The World Duty Free (WDF) Group’s largest walk-through store in Europe was opened on September 14 in Gatwick Airport’s South Terminal, UK.  More than £4 million (US$6.5m) has transformed the unit to deliver an “exceptional” in-store experience for passengers.
Stewart Wingate, CEO of Gatwick Airport, commented:  “This impressive new retail store is providing our passengers with a fantastic welcome and shopping experience as they arrive into our departure lounge, offering a much wider choice of sought-after brands that appeal to everyone.”
The 30,462sq ft (2,830m2) store has been repositioned to welcome passengers as they enter the departure lounge.  There is a liquor area with a tasting bar, and a new digital display bar fascia, which can display panoramic or multi-screen content.  The ‘Wine Collection – Rare & Vintage’ concept, already in place in Heathrow’s T3 and T5, has also been incorporated.
The tobacco display area (TDA), developed in partnership with Japan Tobacco International, is the largest to date for WDF.  A 11,690sq ft (1,086m2) beauty hall comprises boutique areas for the bigger brands and Chanel’s prestigious ‘Espace’ concept.
The store also offers a ‘Contentainment’ area, with an LED digital feature wall for marketing and promotional activity.
The luxury category boasts the largest sunglasses area in any of the group’s stores and has over 1,900 facings which showcase 44 brands.  Interactive iPad screens help customers to experiment with different sunglass styles on photographs of their own faces.  The store concludes with an extensive confectionery area.
Other ‘firsts’ include new Swatch furniture, with a unique ‘gravity feed’ system on the self-select unit.  WDF is the first travel retailer in the world to have this.
(Image:  LGW)