Travel Retail Highlights
Plaza Chile delivers powerful Sense of Place
On 2 April acclaimed destination retail specialist Morpho Travel Experience inaugurated the 570sq m Plaza Chile commercial zone at Santiago Arturo Merino Benítez International Airport Terminal 2, in partnership with airport company Nuevo Pudahuel.
The Plaza is a showcase for 50 local entrepreneurs and offers a place to market their products.
The design is inspired by the city of Santiago’s main squares. Alongside multiple destination retail stores the space features two screens that show highlights of the Chilean visitor experience, delivered in association with Marca Chile.
Comment: Of the many projects that Morpho Travel Experience has undertaken over the past two years, Plaza Chile at Santiago de Chile Airport’s international terminal stands out for its scale, impact on the consumer view of the airport, and level of investment.
Plaze Chile features a strong Sense of Place, highlighting products from local artisans and entrepreneurs
When we paid a visit to Santiago amid the planning stage last year, Strategic Development Director Marcela Villalobos Moya said: “We want to show the world what we can do in terms of design and innovation. This immersive experience will be a reference point.”
Plaza Chile reimagines the vast public space that lies just beyond the walk-through duty free store in departures. The area blends experiences, food and retail in what was an orientation and waiting zone, to create a new focal point for the terminal before people disperse to the piers and their gates.
Across the international terminal, which opened in March 2022, and the domestic terminal, which is being redeveloped, Morpho is running many other projects at the location.
The Nuevo Pudahuel, Morpho Travel Experience and Marca Chile teams mark the moment
By 2025, the company will operate a walk-through store at either end of the domestic terminal across around 1,000sq m in total. This will be led by the Rumbo Sur brands, and will represent powerful exposure for the retailer. Rumbo Sur, Travel Market and Solar de Sol are among the new concepts in domestic, with further offers to be developed as the space is reconfigured by the airport.
In the international terminal, Morpho manages an impressive 400sq m of landside space close to check-in, spanning F&B and its own retail offer. Airside, Rumbo and Casa Chile lead the destination offer, alongside several F&B concepts, and more to come.
Morpho CEO Adriana Echandi celebrates another milestone opening for the ambitious destination retailer
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The Moodie Davitt eZine
Issue 333 | 9 April 2023
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