Nuance Australia has unveiled its new 290sq m StudioT2 concept store which is specifically aimed at Sydney Airport’s domestic passengers.

 

The combined fashion and lifestyle emporium is located in the airport’s T2 Domestic terminal and is described as “the first offering of its kind” from Nuance Australia.

 

The new store comprises a range of cosmetics, fragrance, beauty, skincare, technology and sunglasses brands, which are all said to have been “hand picked” to appeal to the terminal’s specific customer demographics.

 

In a statement, Sydney Airport says that StudioT2 represents “a significant step in Sydney Airport’s ongoing expansion and growth of T2”. The airport says it further enhances its customer experience, “increasing levels of choice, value and convenience for both business travellers and holidaymakers”.

LEADING BRANDS

Brands on offer in their respective categories include: (technology) Sony, Apple, Beats by Dr Dre, Bose, Canon, Nikon and GoPro; (fragrances) Marc Jacobs, Roberto Cavalli, Chloe, Dior, DKNY, Zegna, Paco Rabanne and Thierry Mugler; (cosmetics) MAC, Napoleon Perdis, Dermalogica, Benefit, Grown Alchemist, OPI, Clarins, Jurlique, Clinique and Lab Series; (sunglasses) Oakley, RayBan, Carrera, Maui Jim, Prada, Gucci, Dior and Tom Ford.

 

Commenting on the development, Sydney Airport General Manager Retail, Andrew Gardiner, said: “At Sydney Airport we put our customers first and invest heavily in understanding their wants and needs via extensive research studies. Our expansion plans and vision for T2’s retail mix are designed to directly respond to our customers’ needs.

 

“With some of the highest sales per square metre in the country, this unique retail destination is attracting the interest of a number of high profile brands and travel retail partners in fashion, accessories, jewellery, and food and beverage.

 

“With growth and expansion creating significantly more retail space in T2 and a significant number of new and existing tenancies set to become available across the T1 International and T2 Domestic terminals in 2013-2014, we are confident of creating a world-class airport experience that delivers choice, value and convenience for our customers,” he continued.

 

 

OFFERINGS WITH WIDE APPEAL

Gardiner added that as one of the busiest airport terminals in Australia, T2 handles passengers of all ages, demographics and cultures, so the retail offer has to be diverse in range to appeal to many passenger profiles.

 

Adding his comments, Nuance Australia CEO, Philippe Boyer, said that domestic travellers are typically time-poor, so StudioT2 aims to deliver the latest technology, hottest sunglass brands, and the best and most popular beauty brands in Australia in one conveniently located, easy to browse store.

 

Boyer said: “At StudioT2 we are pioneering innovative and interactive retail concepts based on what our shoppers want, including experiential zones where passengers can discover the latest technology from leading brands, or get a beauty treatment while they wait for their flight.

 

“We’re very excited about the opportunities this new store presents for us and our brand partners.”