Gebr. Heinemann and casualfood’s joint venture smartseller has opened a 1,000sq m retail and F&B combination area at Slovenia’s Ljubljana Airport.

The first integrated duty free, F&B and convenience walkthrough space under the ‘all yours’ fascia is located in the airport’s new terminal.

A pebble logo for the branding denotes the evolution of the passenger journey, extending from the shop fittings to aspects of communication.

Instore, four pebbles serve to orientate customers with their surroundings: Your Location (local products), Your Studio (a place to linger), Your Spa (a well-being zone for relaxing and freshening up) and Your Bistro (food & beverage).

BREAKING DOWN SHOPPING BOUNDARIES

Karl Niendorf, Managing Director of smartseller said: “all yours is offering passengers a liquid retail journey, committed to melting barriers and creating a haven for travellers.

“The boundaries between duty free, food & beverage and convenience shops have disappeared in favour of an open concept allowing passengers to move about as they wish.

“The concept evolves retail spaces from formerly rigid, category-centred assortments into four needs-oriented zones, creating smooth and intuitive transitions between themes, products and services.”

The range of categories are presented with visual appeal and a local touch around the pebbles.

Shop fittings and fixtures are flexible and adaptable to the store’s future requirements, easily adaptable and quickly reconstructed in a nod to design sustainability.

Graft architects helped to create a local design imbued with ‘unique and surprising touchpoints’ and relevant shapes, materials and colours instructed by the needs and expectations of travellers, says Gebr. Heinemann.

For its operations, smartseller took over from Heinemann Duty Free & Travel Value and casualfood’s operations in close partnership with airport operator Fraport Slovenija.

Smartseller has other integrated duty free, F&B and convenience concepts at regional airports in Münster/Osnabrück and Leipzig in Germany.

However the concepts there are not marketed under a customer-facing brand as is the case at Ljubljana Airport.

“The fresh and innovative concept of the duty Free area, where retail and F&B offer are intertwined, is one of the highlights of the new terminal at Ljubljana Airport,” commented Babett Stapel, Chief Commercial, Finance and Administrative Officer at Fraport Slovenija.

“We believe that the perfectly designed shop and product offer, combined with an attractive food corner will persuade even the most demanding travellers. Especially in these times both partners appreciated the high level of commitment and mutual trust to commercial innovation in airport travel.”