With the opening of Terminal 3, Frankfurt Airport enters a new chapter in its development as one of Europe’s leading aviation hubs. Frankfurt Airport Retail GmbH (FAR) – the joint venture between Fraport AG and Gebr. Heinemann – is part of this large infrastructure project and opens more than 3,000 m² of new Duty Free and Travel Value retail space, setting new benchmarks for design and experiential retail at the airport.
Terminal 3 is initially designed to handle up to 19 million passengers annually and features a comprehensive retail landscape. FAR operates a diversified portfolio of Duty Free, Travel Value and monobrand shops across the Schengen and Non-Schengen areas. “Our close cooperation with Fraport has been essential in developing retail spaces that enable a seamless customer journey and are fully integrated into Terminal 3, tailored to the needs of Frankfurt’s international passenger profile,” says Georg Fuhrmann, Managing Director of FAR.
“Today we no longer regard Frankfurt Airport as just a transportation facility that arriving and departing passengers pass through. Instead, we define it as an environment where people spend time and have unique experiences. Our carefully chosen retail mix is an important part of achieving this. Our goal is to actively shape and continually enhance the customer experience at the airport – with unforgettable offerings that inspire and amaze”, says Julia Kranenberg, as Member of the Executive Board responsible for Retail and Real Estate. “Duty Free and Travel Value are of great importance to that approach.”
A Marketplace Concept for a New Terminal Generation
The central marketplace in Terminal 3’s Non-Schengen area is designed to invite travelers to discover, explore and engage. Large open layouts, flowing sightlines and a design language inspired by the region surrounding Frankfurt and the river Main create a sense of place while ensuring intuitive orientation within the terminal.
At the heart of the Non-Schengen area, the central Duty Free and Travel Value covers more than 1,700 m² and is complemented by a Pier Shop, monobrand boutiques from Hugo Boss, Polo Ralph Lauren and Montblanc as well as a Gatezero Store. The Gatezero store is a multichannel hub aimed at a young target audience with an exceptional, trend-driven assortment of international brands including Acne Studios, Off-White, Comme des Garçons, Veja and Fugazzi as well as pre-loved items. The Schengen area features an additional Travel Value store as well as a Pier Shop.
Across the Duty Free and Travel Value shops, passengers encounter a carefully curated assortment spanning beauty, wines & spirits, confectionery and tobacco. Highlights include a strong focus on niche fragrances, regional specialties and exclusive Frankfurt editions.
The LTC Beacon – from Terminal Landmark to Conversion Engine
A defining element of the new retail environment at Terminal 3 is the Liquor, Tobacco, Confectionary (LTC) Beacon – a new cross‑category activation concept developed specifically for travel retail and introduced at Frankfurt Airport for the first time.
Positioned at a central point within the Non-Schengen store, the Beacon is designed to act as a monumental, traffic stopping attraction that draws travelers into the retail space and guides them from first contact to conversion. The LED ring encircling the Beacon weighs approximately 100 kg and consists of 132 individual tiles. The concept combines a tasting bar with supplier activation tools, a gifting area as well as tasting and sampling. The first suppliers represented will be Henkell Freixenet with Schloss Johannisberg, Diageo with Johnnie Walker, Godiva and Davidoff.
“The Beacon focuses on curated sales moments and cross‑category upselling, for example by pairing a premium Champagne with the perfectly matched chocolate treat. Liquor, tobacco and confectionery partners activate together within one shared experience and integrated storytelling rather than isolated brand silos”, explains Sören Borch, Director Marketing at Gebr. Heinemann. He adds: “It is designed not as a temporary promotion, but as a scalable concept that connects experiential attraction with measurable commercial impact.”
Launch campaign and digital engagement
The opening of the new retail spaces at Terminal 3 is accompanied by a comprehensive launch campaign with strong local relevance. Highlights include Frankfurt branded gifts with purchase, exclusive Terminal 3 and Frankfurt inspired product editions as well as an interactive Augmented Reality activation. Via a QR-code based game, travelers can discover Frankfurt landmarks within the shop and receive rewards at checkout, merging digital engagement with the physical retail journey.
