‘Be on top, rent a pop-up shop’ is new opportunity for brands at FRA

By Luke Barras-hill |

The first pop-up from the new concept has opened at Frankfurt Airport.

Frankfurt Airport (FRA) operator Fraport AG has devised a new retail store rental concept to attract up-and-coming brands.

Brands and operators are being offered the chance to secure a fully equipped retail space for six months to display their products to international travellers, says Fraport.

There are two pop-up spaces currently available in the airport, one in the ‘Shopping Avenue’ located pre-security and the other in Concourse B (non-Schengen) airside after security and passport control.

Lakrids by Bülow, a luxury liquorice and chocolate manufacturer, is the first tenant to lease one of the spaces.

MODULAR FIT-OUTS

Gridstudio GmbH, a Danish interior systems company, is collaborating with the airport to ensure the spaces offer functionality and good design.

The interiors are modularly constructed providing renters with flexibility and Fraport has confirmed structural and fire-protection permits to allow brands to take the spaces quickly.

The fully equipped retail stores are located in existing market places and offer temporary space for tenants.

Fraport will support partners with a personalised media package including on-site marketing campaigns and via Fraport’s digital channels, such as frankfurt-airport.com, Instagram account #beforetomatojuice, and WeChat.

Media Frankfurt gmbH also offers a supplementary personalised media package at special rates should brands wish to avail of additional forms of media.

Birgit Hotzel, Key Account Manager for Retail at Fraport AG, said: “The new pop-up shop concept allows us to offer brands and operators a flexible short-term rental contract.

“Without making a big commitment, interested brands can try out Frankfurt Airport as a retail location to market their products to passengers and visitors. We work together with each brand to find the best location for their market entry.”

Interested parties can obtain further information on the pop-up concept by clicking here.

All images courtesy of Fraport AG.

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