Retail Design
Airports – a destination in their own right
WEPURPLE Creative Director Caroline Colin assesses what factors will stretch the boundaries of airport retail design and architecture in 2024 and beyond in this commentary as part of our retail design report.
In association with
At WEPURPLE, we are working with retailers and brands to challenge the best of traditional experiences and stretch into bespoke, lifestyle propositions for consumers, says Caroline Colin.
For airport retail this means inviting passengers to fully ‘live the brand’, ‘live the space’, and ‘live the moment’ in the channel; a blurring of the lines between shops, restaurants and bars, services and amenities, and entertainment.
WEPURPLE Creative Director Caroline Colin
‘Transit tourism’ – The agency is working closely with Qatar Duty Free to reimagine the consumer experience at Hamad International Airport
We can see this trend playing out with many luxury groups creating hospitality divisions, built to support the stretch of brands into new lifestyle destinations such as hotels, spas, restaurants, cafes, chocolateries and more. This is all to be closer to consumers across a variety of new realms.
By creating compelling lifestyle offerings, that build meaningful emotional connections with travellers at a range of different price points, we will entice travellers with limited time in an airport setting to deeply engage with the offer. And they’ll do so because they want to; they aspire to; and, with the right communication strategy, they have pre-planned to.
The OREO Cafe at Hamad International, a powerful example of retailer-brand collaboration
This is exactly the thinking behind our work with Qatar Duty Free. As pioneers of the concept of ‘transit tourism’, QDF is championing retail that makes the airport a destination in its own right. We look forward to building upon this unique concept to make Hamad International Airport a must-visit airport for global travellers.
Another broader global dynamic that is already being felt within airport retail design is the rise of artificial intelligence (AI). The combination of these powerful generative AI tools with our human wisdom, imagination and creativity is unlocking exciting new possibilities for engaging with consumers in travel retail.
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The Moodie Davitt eZine Issue 332 | 8 March 2024
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