Gebr Heinemann is to open a new shop-in-shop concept at Vienna International Airport (VIE) having extended its contract until 2030.
The collaboration with the airport started in 2003 when Gebr. Heinemann opened Burberry, Hermès and Hugo Boss stores. Four years later, the retailer took over the duty free shops. Further stores also opened, with the expansion of Terminal 3 doubling Heinemann’s retail space. Currently, Gebr. Heinemann operates nine duty free and one crew shop at VIE.
Having extended its contract, the retailer will place a stronger emphasis on regional products and domestic brands in VIE’s shops and restaurants, many of which will be expanded and redesigned. Space occupied by Gebr. Heinemann is expected to increase from 4,000sq m to around 5,700sq m as the Southern Enlargement project for Terminal 3 takes shape.
A JOINT EFFORT
Raoul Spanger, Chief Operating Officer, Gebr. Heinemann said: “I am delighted with the extension of our joint work, because it not only underlines the confidence of our partner in us, but also reflects the success of our business and our Heinemann brand at Vienna Airport.
“It has always been our strength to perfectly implement the regional focus of a location in our shops and we look forward to once again creating this local footprint in Terminal 3 within the context of the southern extension.”
Julian Jäger, Member of the Management Board, Flughafen Wien AG added: “When entering the premises, passengers should immediately notice that they are at Vienna Airport. Together with our longstanding partner Heinemann, we want to bring Austria and more specifically Vienna closer to people in our shopping and restaurant area in a particularly tasteful and friendly manner.”
The new concept will be reflected in all Heinemann stores at Vienna Airport and play a key role in the southern extension of Terminal 3. Passengers will have access to brands such as Sacher — the original Sacher cake is only sold at Vienna Airport with Heinemann as the exclusive partner. Other well known labels such as Manner, Mirabell and Schlumberger will also be represented.
Individual elements of famous sights will also be replicated, ensuring a Viennese touch and strong sense of place as far as the interior and design is concerned. The use of typical wooden crates, for example, will remind people of the Vienna Naschmarkt outdoor market and help present Austrian specialities.