Sydney Airport has unveiled a new lifestyle precinct (post security near gate 49) in domestic Terminal 2 featuring new brands and food and beverage concepts.

Beginning at the recently revamped casual dining precinct and extending to the Jetstar and Tigerair gates, the precinct features a range of airport brands including JB Hi-Fi, Bonds and Lego.

Others labels include Amcal+Express; Carry On; Kaboom; Merchant; Oakley; Relay; Rip Curl; Seed Heritage; Three Chocolatiers; and Veloce café (refreshed concept).

Chief Commercial Officer Vanessa Orth said that while understanding the needs of customers was important, it was necessary to understand each step of the travel journey and make it enjoyable. This is key to delivering a great experience, according to Orth.

END-TO-END JOURNEY

She added: “We want our customers to feel relaxed before they board their flight, so we’re looking at the end-to-end journey more holistically from the time they start planning a trip to take-off and how we can enhance every step along the way.

“We’ve partnered with strong, local Australian brands to deliver our new lifestyle precinct with concepts that should appeal to everyone including technology, apparel, news and books, toys and most importantly, a chocolatier!

“We’re reimagining the travel experience for our customers and look forward to delivering so much more to ensure their time at Sydney Airport is seamless and relaxing.”

As part of the new offering, Bonds has established its first airport store in Australia, showcasing its most popular items across men’s, women’s, kids and baby wear.

JB Hi-Fi’s new store delivers its largest offering at an Australian airport featuring a curated collection with travellers in mind.

Richard Murray, Group CEO, JB-Hi-FI said the brand’s original offer within the Heinemann Tax & Duty Free store at the airport’s international T1, had been so successful, that the opportunity to open standalone stores within T2 was a natural evolution for the brand.

He commented: “We’re delighted to open our first standalone airport store at Sydney Airport’s T2 Domestic. The retail refresh provided the perfect opportunity to bring our contemporary and tailored approach to tech to travellers and perfectly aligns with the direction our brand is headed.”

Meanwhile, Lego (left) is showcasing its best-selling Lego and Legoland sets, with interactive seating to keep kids entertained.

In addition, a new Fat Yak bar concept offers a collection of local craft beers and wines and a contemporary menu featuring jaffles, charcuterie boards and wood-fired pizzas.

A dwell area with new furniture, fixtures, enhanced connectivity and upgraded way-finding will be unveiled in the near future.