World Duty Free has launched its new standalone Collection store in T5 at London’s Heathrow airport.
As part of Heathrow airport’s redevelopment of its central search area in T5, WDF was presented with the opportunity to create a new standalone luxury store. The resulting Collection concept was designed to showcase the travel retailer’s range of jewellery, watch and sunglass brands to best effect. The company said the concept reflected WDF’s commitment to deliver outstanding product choice, expert customer service and exciting stores.
It also indicated customers have the opportunity to enjoy a more luxurious and bespoke store environment and discover a broader selection of brands and styles.
With its wide and inviting entrance, clear sightlines and striking design features, the store has proved to be impactful and welcoming to customers. The fluid ceiling architecture, with its central crystal chandelier, helps create a light and open retail space.
A sunglasses wall displays over 1,600 styles featuring more than 50 brands including new names such as Celine, Bottega Veneta and Saint Laurent, all at tax-free prices. Designer watch brands such as Armani and Michael Kors are featured in bespoke wall-bays while a strong representation of Swiss brands includes new names such as Maurice Lacroix and Oris watches. Pandora and Swarovski create a desirable jewellery area within the central floor space.
WDF UK category manager for luxury Moyra Race said: “Our aim was to create something stunning, unusual and inviting while delivering an exceptional shopping experience to passengers travelling through terminal five. We wanted to feature affordable luxury brands within a strong branded environment where the customer can easily recognise famous names. We’ve had some great customer feedback and the strong sales performance proves the concept, product mix and knowledgeable store staff are all working together to deliver an exceptional luxury shopping experience.”
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