ADP reveals rebrand and opens Orly South Pier

By Charlotte Turner |

Paris-Orly-Airport-leadAéroports de Paris has undergone a major rebranding exercise and has inaugurated a new South Terminal International Pier at Paris Orly Airport, in which Groupe ADP (formerly Aéroports de Paris) has invested approximately €90m ($102m). The new building houses a new 12,000sq m boarding area and new retail and F&B units.

 

The new name for the airports group, Groupe ADP, (announced on 14 April) is described as ‘a single banner that unites all core businesses and subsidiaries in France and abroad and that reflects the ambitions of a group that is a world leader’.

 

“We wanted to create a single identity that is modern and representative of this promise, in order to write a new page in the history of the company,” says Augustin de Romanet, Chairman and CEO of Aéroports de Paris SA – Groupe ADP. “This explains a strong two-fold choice: the creation of a Group brand, Groupe ADP, and a traveller brand, Paris Aéroport.

“This two-pronged identity will enable us to unite our employees and attract new talented people, but also to make us better known to our clients and partners in France and abroad.”

Click image to enlarge.

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Along with this identity, ADP announced a programme of twenty commitments for its customers – passengers and airlines alike – as well as its employees and regions.

Finally, Groupe ADP says it is starting an advertising campaign produced by the agency BABEL, with the launch of a film, which it said would be screened from 16 April in France and in Paris airport terminals. The film is described as ‘a declaration of love to all travellers around the world’.

“The new brand universe will be visible in terminals and will accompany travellers throughout their passage to make their stay a moment of true pleasure. The roll-out of the brand in the terminals commences today and will last a year and a half,” adds Romantet. “It is now up to Groupe ADP to share this ambition with the airport community, so that together we may persuade passengers from all over the world to prefer Paris.”

NEW RETAIL FOR PARIS ORLY

Paris Orly’s new South Terminal pier boarding area is dedicated to international traffic and long-haul flights to the French West Indies and the building is able to accommodate six widebody aircraft or 12 mid-size widebody aircraft, as needed.

 

The inauguration also sees ADP open a new 300sq m perfume/wine & spirits/tobacco shop; a convenience option from Relay and an 180sq m Exki bar & restaurant with views over the runway.

 

This new airport infrastructure, 180 metres in length, receives passengers on two levels: one for boarding and the other for disembarkation. Almost 80% of the South Terminal’s international passengers will, thus, benefit from this new boarding area which will serve many airlines, including: Aigle Azur, Air Algérie, Air Caraïbes, Corsair International, Cubana, Iranair, Pegasus Airlines, Royal Air Maroc, Rossiya Airlines, Transavia and Tunisair.

 

“The new Pier at the South Terminal is the perfect illustration of the new face of the airport,” says Franck Mereyde, Managing Director of Paris-Orly Airport.

 

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“We launched a vast modernisation programme three years ago and this is set to run until 2020.

 

“Our challenge is two-fold. Firstly, to support the development of our airline customers, and long-haul traffic in particular, by offering welcoming, more modern and efficient terminals capable of accommodating widebody aircraft.

 

MORE INTERNATIONAL TRAFFIC

“Secondly, we must achieve world-class standards in terms of customer care, comfort and quality of service. We want passengers to enjoy their time in our terminals as much as possible.”

 

The commissioning of this Pier is part of the modernisation plan for Paris-Orly Airport, which has already seen the launch of a number of building projects over the past two years: the South and West Terminal esplanades and approaches were entirely redeveloped in 2014, and the construction of an 80,000sq m building to connect the South and West Terminals, due to be completed in 2019, was started in September 2015.

 

Paris-Orly-Airport-restaurantThe commissioning of this new departure lounge will enable the airport to better respond to the changes in traffic experienced over recent years, namely a steady increase in passenger numbers.

 

In 2015, 29.6m passengers travelled through the airport (+2.8% compared to 2014), while the number of aircraft movements remained stable.

 

‘MORE TIME AT THE AIRPORT’

Paris-Orly Airport has also seen and increase in the number of international traffic as the proportion of domestic flights is falling, in favour of European and international flights.

 

These accounted for more than 60% of total traffic in 2015. “Passengers travelling on these medium- and long-haul flights arrive earlier and spend more time at the airport,” says ADP.

 

“It has therefore become necessary to adapt the airport accordingly and increase the size of the passenger reception areas.”

 

The new Pier has the capacity to accommodate 1.9m passengers per year.

 

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A new name for Aéroports de Paris.

REPLICATING ELEMENTS OF CDG

“With the aim of presenting similar environments to passengers at our Paris airports, we have replicated the architectural codes of Hall M in Paris-Charles de Gaulle’s Terminal 2E, recognised in the last two Skytrax ratings as one of the world’s finest boarding areas,” adds ADP.

 

“A contemporary design and the use of high-quality materials (marble, walnut, glass, etc) create an atmosphere that is both modern and warm.The high ceilings and simple shape of the building encourage a fluid and intuitive route for passengers.

 

“So as to keep signage (in French, English and Mandarin) to a minimum, signs are oversized and visible from afar. The functions of the different zones are clearly recognisable: the carpeted seating areas where 950 seats await passengers; the bright, easy-to-spot boarding areas; and the shops and services areas, wide open to the passenger flows.”

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