World’s largest Aelia Duty Free outlet makes 3,000sq m presence felt at FCO

By Luke Barras-hill |

Lagardère Travel Retail says the Aelia Duty Free shop aims to deliver a wide range of local brands to meet shopper expectations, while supporting local producers and reducing environmental impacts across the supply chain.

Aeroporti di Roma and Lagardère Travel Retail today (1 December) inaugurated the largest Aelia Duty Free store across the latter’s estate at Rome Fiumicino International Airport (FCO).

Spanning around 3,000sq m, the outlet situated in the domestic Schengen Hub East Terminal 1 places a strong emphasis on local brands, curated experiences and animations, plus expansive ‘phygital’ capabilities.

Inside, visitors will discover ‘sense of place’ cues with an area dedicated to Italian beauty brands and a large space for the local fine foods concept Bottega dei Sapori.

This offers the best of Italian gastronomy with categories to attract travellers’ attentions as they navigate the space, including tasting opportunities (wine, chocolate, biscuits, limoncello, olive oil and pasta) over multiple touchpoints.

Elsewhere, global and local brand references are designed to immerse customers in different experiences and in-store animations: from masterclasses and interactive visuals through to live cocktail demonstrations, chocolate tastings, make-up applications or perfumes testing.

Alberto Niero, CEO of Lagardère Travel Retail Italy: “The new store is a clear sign of Lagardère’s trust and faith in the future of the travel retail industry.”

GOING ‘GLOCAL’

A broad array of promotions, product bestsellers and travel exclusives support what the stakeholders believe is a unique value proposition that reinforces the store’s competitive pricing.

Alberto Niero, CEO of Lagardère Travel Retail Italy, said: “It is with great pleasure that today we announce the opening of a new store in the domestic/Schengen terminal of Rome Fiumicino Airport.

“With a total floor area of about 3,000 sqm, it is one of the largest duty free stores in the world and the largest managed by Lagardère Travel Retail. The new store is a clear sign of Lagardère’s trust and faith in the future of the travel retail industry.

“In partnership with ADR, we went through many successes as well as extremely difficult situations such as the dramatic drop in traffic during the Covid pandemic. Together we completed a very ambitious project and are confident that this new store will strongly contribute to us achieving our goals.”

Marco Troncone, CEO of Aeroporti di Roma, said: “The opening of the largest Aelia Duty Free in the world at Fiumicino airport represents a significant acknowledgment of the airport’s potential, as well as an encouraging sign of recovery.

The opening takes place more than 18 months since the beginning of the Covid-19 crisis and amid continued uncertainty for travel and travel retail following the emergence of the latest ‘Omicron’ variant’. The execution echoes both partners’ close collaboration and shared understanding of their mutual aims and objectives.

“This new shop, which is part of the ongoing renovation and expansion plan of Fiumicino, will be the gateway to the new large domestic/Schengen area scheduled to open next spring and will contribute to offer passengers the best experience; an experience that, even when it comes to retail, is increasingly oriented towards innovation, customisation and engagement.”

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