umdasch’s Maik Drewitz on why ‘it is important to be bold’ in travel retail design

There are several factors that need to be considered when designing a duty free shop. Drewitz explains how umdasch strikes a balance between aesthetics and functionality in this space: “In an airport, all the needs of orientation, waiting, shopping, working and gastronomy must be met to provide passengers with a holistic travel experience. Contemporary design, however, should not only cover these areas, but also bring them together. This is what makes a well-rounded concept.

“In the past, the individual shops within the duty free area were separate units, closed off by shutters. Food & beverage was also separate from the rest of the concept. Today, the areas flow into each other and are open. We try to integrate the duty free shops naturally into the concept.

“In this context, it is very important to plan ‘breathing spaces’ – a flexible use of space through an open design. For example, if a tenant drops out the empty space can easily be converted into a waiting lounge.

“Of course, you also need the right concept for the right size of airport. A regional airport has different requirements than an international mega-airport.”

umdasch also leverages technology to enhance the traveller’s shopping experience. For example, at Cologne Bonn Airport the design experts did not want to create a “supermarket atmosphere”. So instead of checkout zones with large conveyor belts, umdasch opted for slowed-down areas with self-checkout counters. The focus was on relaxed strolling.

Drewitz adds: “At airports, orientation is crucial, so large displays with departure information are important. They are also essential in shops to help people keep track of time when they are shopping – the screens should include the time it takes to get to the gate.

“Another possible feature in airports is digital price converters. The customer simply scans the item of interest and immediately finds out how much it costs in their home currency. Moreover, electronic shelf labelling is already standard in duty free shops.”

Of course, working at an airport is not free of challenges thanks to security regulations, space limitations and more. Drewitz comments: “Logistics management in the security area is extremely demanding. Nothing can be permanently parked and suppliers need numerous permits to enter the premises.

“[At Cologne Bonn Airport] deliveries were made early in the morning every day and had to be handled quickly. This required a lot of coordination, good project management and an optimal schedule. Our duty free team handled this project as a holistic one-stop shop from A to Z – from concept to shop construction to general contracting. This bundling of contacts and responsibilities has simplified many things.

“A good team is the basis for everything. Our advantage is that we have long-serving employees who already have a lot of experience working at the airport.”

When it comes to environmental responsibility, Drewitz and the team at umdasch The Store Makers are leading the way. He illustrates: “In developing the concept for Cologne Bonn Airport, we took a comprehensive approach to sustainability in terms of eco-design. This is evident not only in the materials used and the variable furniture, but many other aspects.

“These include local planning, local craftsmen’s network and furniture production in Europe. Also worth mentioning are the low-emission flooring and the chipboard made from waste wood. We also tried to preserve and clad the existing fabric of the building rather than add new elements. For example, the arches, frames and ceiling were left as is.”

In the world of retail design, several trends are reshaping the way consumers experience shopping environments. These trends are not just confined to traditional retail spaces but have found their way into travel retail, transforming the airport shopping landscape.

Drewitz highlights the megatrend of individualisation – from bespoke furniture to unusual shopfitting solutions, beyond travel retail. “The trend is particularly evident in materials and finishes. Of course, this also includes flexible sales units that allow areas to be changed quickly and easily, such as mobile furniture.

“We are also seeing a return to what is close to us: away from globalisation and towards regionalism. This is not only to be understood in terms of sustainability, but also with regard to local identity and culture.

“Slowing down is important in retail, but even more so in travel retail where passengers are already stressed. A green, soothing design can help counteract this.”

umdasch does not stop at this. It goes a step further to create immersive zones that allow passengers to pause and unwind. “We always try to design something that the customer will remember,” says Drewitz. “Shops need a soul, a centrepiece. This could be the Paris Saint-Germain dressing room designed as a players’ cabin in the boutique at Hamad International Airport in Qatar, or the Beethoven light installation at Cologne Bonn Airport.

“The design must evoke emotions in the customer and ideally have an experiential character. This not only increases the frequency of visits, but also the time a customer spends in the store.”

Designing an airport retail space also involves collaboration with various stakeholders. umdasch works alongside airport management, brands and other partners to bring its vision to life. Drewitz remarks: “When it comes to design it is important to be bold, to think through different scenarios and be inspired by elements from outside the industry. It pays to think outside the box.

“Of course, clients and customers also need to have the necessary courage, but above all they need to trust us so that the project can be realised.

“Which brings me to my next point: finding and networking with the right partners. Trusting cooperation at eye level is a prerequisite for any successful project.”

When asked about the future of travel retail store design, Drewitz highlights emerging concepts: “In the future, at least in the West, there will be more of a move towards plain, simple and sustainable design. Celebrating the aesthetics of simplicity without consuming too many resources will become more important again. This also means avoiding overly extravagant and luxurious materials and reusing components.

“It will be vital to make spaces flexible and leave room for quick changes in brand presentation and product displays. Pop-up stores and merchandise stands will complement or replace static shopfitting.”

He adds: “Travel retail will also be about enabling different activities on the floor and combining them spatially: shopping, waiting, leisure, new work, events and gastronomy. It will be a question of bringing the right partners into the right space.”