TDS turns on the style at Rio Tom Jobim Airport

By Doug Newhouse |

Top RIOgaleāo Arrivals front viewThe Design Solution reports today that it is very happy with its dual roles as both airport architect and commercial planner and also as commercial designer for Dufry’s stores at RIOgaleāo Tom Jobim International Airport.

 

The company reports that both assignments have now been successfully completed ahead of this year’s important sporting events in Brazil, including the ‘radically reconfigured RIOgaleāo’ airport facility.

 

Arrivals RIOgaleāo P&C

The new duty free Arrivals store Perfume & Cosmetics store area at RIOgaleao Tom Jobim International Airport.

 

The London-based airport and retail specialist led by Robbie Gill has been working on the project since it was initially appointed in 2014 by the airport consortium comprising Odebrecht TransPort, Changi Airport International and Infraero.

 

Arrivals duty free RIOgaleāo

Arrivals store locations shown in red, above.

DUAL-DESIGN CHALLENGE

Its first mission under Gill was to produce an airport master plan, before subsequently (and separately) TDS’ retail team under Nick Taylor was commissioned by Dufry to design its three main stores after it won the contract in 2015.

 

Commenting on the architectural challenge, TDS Managing Director Robbie Gill said: “Without doubt, RIOgaleāo is one of the most complex, challenging and ultimately exciting architectural projects we have ever worked on. Right from the start we had several immoveable aspects to address.

 

“Firstly, the consortium’s deadline for completion was penalty-fixed ahead of the Olympics in 2016, which in itself set a very fast pace. Secondly, the buildings themselves came with the multiple challenges of their heavy concrete construction, dominant low beams and a considerable amount of redundant and inaccessible space across multiple levels.

 

RIOgaleāo Arrivals Cash desks

The new cash desk registers, utilising adjacent tried and tested impulse shelves to tempt customers again as they wait to pay.

 

COMMERCIAL IMPERATIVES…

“This set the requirement for us to work with the buildings – and to eke out the best reconfiguration of space – to create a world-class airport for the anticipated rise in passenger traffic, as well as bringing the infrastructure up to today’s standards.

 

“With an over-riding objective to optimise the commercial opportunity, we needed to factor in new passenger circulation flows and redefined land and airside boundaries. We redeployed existing key infrastructure such as escalators and lifts, while facilitating the operational requirements for the new piers and increased passenger traffic.”

 

The Design Solution says this effectively allowed the twin-terminal T2 facility to become the principal focus terminal, featuring two linked piers; adapting T1 as one (North) pier and adding a wholly new second (South) pier.

 

RIOgaleāo Arrivals front view

A front view of the large new arrivals duty free store.

 

HUGE ARCHITECTURAL CHALLENGES

The architectural development includes a vertical re-positioning of the whole passenger process, several changes in airside and landside boundaries, plus relocations of key operational areas such as immigration and retail space across multiple sites and levels.

 

Importantly, TDS’ Gill points to the ‘enormous importance of duty free arrivals’ as one of the most critical aspects the architecture had to consider: “Our solution for the 4,500sq m Arrivals store located on the ground floor, was designed to enable whoever won the duty free contract to make the most of this extraordinary opportunity.

 

“With the consumer US$500 duty free spending allowance in mind, we looked at what had worked elsewhere and the lessons learned. We structured the opportunity to enable shoppers to enjoy a secure luggage parking service on entering the store and to go shopping in a civilised way, with a logistical system that reunites them with their luggage at the till point.”

 

RIOgaleāo Departures Sunglasses

A view of the design for the new duty free departures store.

 

AIRPORT COMPANY ‘PLEASED’ WITH THE RESULT

“Although our involvement with the overall project involved both strands of our business with two separate clients, the resultant unique blend of airport, architect, retailer and design specialists has definitely driven a more cohesive and holistic approach.

 

“Having the two-pronged specialist ability to work across an entire project, even with multiple clients involved, enables us to do justice to the building and to provide the best end solution for the ultimate customer, the RIOgaleão passenger.”

 

Sandro Fernandes, RIOgaleão Chief Commercial Officer, adds: “In everything from its recently launched new name and colourful logo, RIOgaleāo – Tom Jobim Airport reflects the movement, rhythms and geography of the city. We challenged The Design Studio to share that spirit across the new commercial space and we are delighted with the results, despite the incredible complexity of the project.”

 

RIOgaleāo Departures P&C Central

Perfume & Cosmetics in the departures store.

 

SENSE OF PLACE WAS IMPORTANT CONSIDERATION

Nick Taylor, Director at the London-based design studio said TDS also created a design aimed at maximising the commercial performance, while reflecting a ‘compelling expression of sense of place’.

 

He said: “We took a core palette of the most iconic elements that make Rio instantly identifiable across the world, most notably the natural, architectural and social qualities of the Copacabana Beach neighbourhood, the dramatic vertical backdrop of green peaks surrounding the city and, of course, the sheer vibrancy and rhythm of carioca life.”

 

He says this was only possible because RIOgaleão and Dufry were bold enough to share in this ‘spirit of ambition, innovation and commitment’.

 

RIOgaleāo Departures P&C

Another view of the departures duty free store.

 

The company summarised some of the key features incorporated into the design (in its own words) as follows:

 

  • Rio’s beaches and seafront are at the heart of the design, featuring distinctly in the patterns and textures used in the floors and walls, particularly echoing the organic form of the sands and the mosaic patterns seen on the classic Copacabana beach boulevard;

 

  • The reflective qualities of the ocean light and blue skies are shared through the installation of projections of moving lighting caustics incorporated into the central ceiling feature, drawing attention to key product areas, such as Perfume & Cosmetics;

 

  • Many of the ceilingscapes above the store pathways include contemporary-styled references in tones and texture to the precious indigenous timbers of the Brazilian forest, particularly in the Duty Paid store;

 

RIOgaleāo DutyPaid

The new Dufry duty paid store at RIOgaleao Tom Jobim International Airport.

 

  • Nature references resonate throughout the store designs, including the topography of Rio’s dramatic natural landscape. The city’s powerful mountainous backdrop and its greenery are represented through the use of green-toned contouring lines, reminiscent of the concentric patterns on a topographical map.

 

  • Technology is another reflection of modern Rio and extensive use is made of innovative digital technology, such as on the shop front fascia and, positioned at key journey points throughout the stores, a series of large digital display drums.
International

Alcohol insights: Conversion up, spend down in Q4

Conversion of visitors in the alcohol category in duty free has risen to 54% in Q4 2023,...

Asia & Pacific

Heinemann Asia Pacific makes breakthrough in New Zealand at AKL

Heinemann Asia Pacific is set to enter the New Zealand market with three new retail concepts at...

International

Men buy and spend more in travel retail says new research by m1nd-set

Men have a higher conversion rate and spend more when shopping in travel retail, says new...

image description

In the Magazine

TRBusiness Magazine is free to access. Read the latest issue now.

E-mail this link to a friend