London-based retail architecture and design firm The Design Solution has revealed the blueprint influencing Dufry’s main store at Toulouse-Blagnac Airport.

The firm’s ‘holistic design programme’ at the airport centred on enlarging, reconfiguring and refurbishing the principle commercial area, which covers a total of 1,800sq m.

Constructing a new security zone, converting a check-in area and transforming the existing shops facilitated the new retail area.

As a result, it was consequently enlisted by Dufry to focus on its 1,700sq m walkthrough shop.

USEFUL CATEGORY BRANCHES

Outlining its vision, The Design Solution said in a statement: “The new duty free store offers a multi-paced experience that offers in-store category destinations tailored to each key customer profile while dynamic designs convey the stories of a historic city that effortlessly blends old and new – from its architectural heritage to its leading role in the aerospace industry as the ‘home’ of Airbus’.”

It continued: “Complementing this is the characterful mood of the city’s streets, especially the bustling street markets, sharing the stories of Toulouse throughout the shopper journey.”

When it comes to the physical layout, a central island heart takes consumers to the liquor and food categories, which in turn branch out into beauty and local food & wine categories.

The according adjacencies have been ‘finely tuned’ to capitalise on dwell time and penetration, according to The Design Solution.

Dusty pink and terracotta hues dot the space, contrasting with natural wood tones and a timber wall-panelled backdrop designed to reflect the ‘classic grandeur of the city’s architectural heritage’.

Reinforcing the ‘sense of place’ theme, local products are displayed across the categories, but notably in the ‘Terre d’Occitanie’ zone, which boasts local delicacies such as cheese, foie gras, olive oils, wines and confectionery.

THE SPECIALIST TOUCH

In the beauty area, a huge backwall pervades the first half of the store, while the ‘Fragrance Garden’ centrepiece has been installed in homage of the region’s natural beauty and flora.

Local brands have the chance to host novel merchandise in a space straddled by two rose gold-framed room dividers with artificial box hedging and floor grass accentuating the garden theme.

Across the store, travellers will find street-style chalkboards and ornate canvas awnings projecting from the walls in a nod to informal branding and signage.

Elsewhere, classic typography – synonymous with Toulouse’s city life – is used to list products and the latest offers and promotions.

Finally, specialist product adjacencies also feature, such as the Kids’ Zone, the digitally focused ‘Contentainment’ area and a performance space alongside the likes of Suncatcher (sunglasses) and Timebox (watches).

As reported, Dufry celebrated the official opening of its new-look duty free store last week, which funnels into a broader commercial transformation and extension at the airport.

The first spate of new shops opened in December, with operator Aéroport Toulouse-Blagnac (ATB) rolling out a total of 17 new or refurbished stores to April.

CONVIVIAL RETAILING

Nick Taylor, Director, The Design Solution, said: “This exciting development at Toulouse-Blagnac perfectly blends commercial imperatives and innovative design ambitions.

“Dufry’s retail planning meticulously aligns the commercial offer to the needs of the passenger profile and The Design Solution’s interior design supports this ethos to drive a unique experience for the customer and an optimally effective commercial space for the retailer and the airport.

“Along with a number of other airport locations we’ve worked with – such as Heraklion, Montego Bay, Nice and Wroclaw – I see Toulouse-Blagnac as part of a pioneering wave of ambitious regional and relatively smaller airports committed to matching any major hub in expressing a unique local personality for their airport.”

In total, the commercial transformation and renewal at the airport includes 5,000sq m of additional space as part of concessions awarded to Lagardère Travel Retail (travel essentials), Areas (Elior Group), Dufry and other direct contracts.

A number of French airport exclusives are now available such as Rituals, Tous and Victoria’s Secret, plus a host of others.

Shortly before the opening of Dufry’s store, Non-aeronautical Revenue Development Director Bruno Balerdi told TRBusiness in a trade-exclusive interview that the transformed commercial space – two years in the making and also adding new F&B outlets, piers and a hotel – is exceeding passengers’ expectations. The airport expects to handle 12m pax by 2023.

Dufry won its five-year contract in September 2017 and began operating at the airport in April the following year.