ATÜ Duty Free has extended its Luxury Square multi-brand store at Istanbul Airport by over 40% as it seeks to bring luxury brands to customers – including Vetements in a GTR first.

The €1 million/US$1.05m investment is the result of a collaboration with Gebr. Heinemann, and takes the store to 1,263 sqm.

Located in Zone 5, Departure Floor at Istanbul, the space was designed in partnership with brand architecture agency Plajer + Franz. It features mosaic coatings and striking lighting details throughout. 

The assortment includes a luxury streetwear showcase alongside a dedicated area for sneakers at the centre of the space.

Brands available at Luxury Square include Burberry, Kenzo, Givenchy, Loewe, Stella McCartney, Alexander McQueen, Chloé, Marc Jacobs, Off-White and Palm Angels. 

New brands to the extended space include Lanvin, Autry, MM6, Acne, On Running, Axel Argiato, Tod’s, Versace, 04651 Trip in a Bag, Thom Browne, Casablanca, Zegna, and Vetements, the latter being new to travel retail.

ATÜ Duty Free is a subsidiary of TAV Airports and Unifree Duty Free/Gebr. Heinemann.

‘Sharpening’ the fashion category

“We have been offering our passengers exclusive brands’ products in our Luxury Square store at Istanbul Airport since 2020,” said ATÜ Duty Free CEO Ersan Arcan. 

“Luxury Square, with the multi-brand concept, was designed at the centre of the airport, in an area easily accessible to all passengers, and as a centre of attraction where the newest products of many world brands can be found. 

“We are happy that a concept store like Luxury Square has been attracting increasing interest since the first day it opened. In this direction, we expanded our store with an investment of approximately €1 million and added more brands to our portfolio. 

“We will continue to develop our service network with the synergy arising from our experience in the sector as well as with Gebr. Heinemann and our brand collaborations.”

Unifree Duty Free CEO Ali Şenher added: “We successfully implemented a new business model in the world with the Bosphorus Zone in Istanbul Airport.  

“Luxury Square, which is located centre of the Bosphorus Zone and hosts the world’s most famous fashion brands, showcases the global fashion trends. 

“We are extremely happy to bring the world-famous brands together with our guests in this area. We believe that Luxury Square with the latest expansions will continue to be new attraction centre opening up from Istanbul to the world.’’

Gebr. Heinemann Director Sales MEA Bernard Schlafstein commented: “Luxury Square proves that the travel retail business came back strong after the pandemic. It allows room for growth for those who offer a spectacular assortment for the customers. 

“Luxury brands are especially resilient and have a high appeal for young Gen Z travelers. Therefore, we decided to expand Luxury Square in the new area.”

Gebr. Heinemann Director Purchasing FAWJ Jan Richter explained: “We have sharpened the categories and integrated new, exciting brands into the existing portfolio. Some of these brands, such as Vetements are first to offer the brand in travel retail exclusively. 

“With Luxury Squares edgy design and its unique mix of brands, we attract a global audience, hungry for the latest trends and with high spending power. This successful project could only be made possible with a fantastic team effort by ATÜ, our various brand partners and Gebr. Heinemann.’’

Last month, Bulgari partnered with ATU Duty Free to open a 90 sqm pop-up store within the Luxury Square space.