Travel Retail Highlights
Gebr. Heinemann’s ‘Experience Space’ breaks new ground in Copenhagen
Gebr. Heinemann this week unveiled a spectacular first of its kind ‘Experience Space’ within its main duty free store at Copenhagen Airport.
Centring around the overarching theme of ‘fluid perspectives’, the space allows visitors to engage with ‘lift and learn’ technology, interactive digital screens and a digital floor as well as immersive visual and sound elements.
Stepping onto the floor of the experience space, travellers see the water move beneath them. One wave of the hand and the water changes direction on the multiple digital screens surrounding them.
Pictured at the opening ceremony were (left to right) Gebr. Heinemann Copenhagen Managing Director Katrin Bamler; Gebr. Heinemann Head of Sales Experience Ulla Thomas; Copenhagen Airport Head of Sales & Ecommerce Åsa Söderberg and Gebr. Heinemann Director Sales Experience & Excellence Sören Borch
When visitors lift the model of a water drop, which are presented throughout the space, the screens display details on the important role that water plays for Denmark with its 8,750km coastline. The soothing sound of flowing water can be heard around the space, one of several elements which offer the passenger a multi-sensory, interactive and engaging journey.
Five brands – Narciso Rodriguez, Talisker Wilder Seas, Absolut vodka and two Danish sunglasses labels MessyWeekend and James Ay – are presented within the new area, showcasing their connection to water and the environment. Through the lift and learn technology visitors can gain a deeper knowledge and a connection to the brands and their products.
For example, a £3 donation from every sold bottle of Talisker Wilder Seas single malt Scotch whisky is given to charities which fund ocean protection initiatives. Another is that James Ay eyewear is made from Mazzucchelli M49, a material of which 90% can be converted to natural gases and the remainder converting into water and biomass.
‘Experience this’ – A collection of digital screens above the activation draws passengers to the new brand space
Narciso Rodriguez is promoting its new All of Me women’s fragrance, which features notes of rose. As part of the brand immersion, visitors are invited to taste a drink which features flavour extracted from roses.
The brands that are presented in the space will be switched regularly, with each set of brands getting a three-month minimum run, Gebr. Heinemann noted.
Water is the central theme that connects the Experience Space which highlights a rotating roster of brands through interactive digital elements
Comment: In a groundbreaking project at one of its key European locations (which our Senior Editor Mark Lane visited this week), Gebr. Heinemann neatly blends content, theatre and shopping opportunity.
The dedicated experience space allows the retailer and its partners to interact and engage in new ways. As Gebr. Heinemann said, this concept is “multi-dimensional, agile and programmed to continuously reinvent itself to stay in touch with changing consumer expectations”. It also offers inspiration for how the industry can collaborate across physical and digital touchpoints, creating impact and memories for travellers to take with them on their journey.
*See our on location report at this link.
Partner's message
The Moodie Davitt eZine
Issue 328 | 20 October 2023
The Moodie Davitt eZine is published 14 times per year by The Moodie Davitt Report (Moodie International Ltd). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please e-mail kristyn@moodiedavittreport.com