World Duty Free, BAA's wholly owned subsidiary operating 67 stores across BAA's 7 UK airports with 17,000 m2 (180,000 sq ft) of retail space has appointed Dalziel and Pow to work on two projects for the new Heathrow Terminal 1 extension. Dalziel and Pow won this after a three-way paid pitch.
The first task is to develop & implement a concept umbrella to combine the core store format with a number of branded concessions and an exciting new men's offer, designed to shake up the market.
The new concept will feature major men's skincare and fragrance products, combined with key concession offers. The product range, offering and styling will be designed to build on the core customer demographic, while seeking to interest, excite and entice new consumers into this expanding market. A cool, edgy environment is promised, with an art-house twist and classic materials executed in a contemporary style, all designed to appeal to the airport's cosmopolitan demographic.
Design work is current awaiting approval by the BAA design team and the first site, in the new T1 extension, will go live in May 2005.
The second site will be a concept umbrella for a new Perfume & Cosmetics boutique. Due to open late 2005.
Given the number of key brand names involved, the essence of the brief was to provide a unified concept, which would give a synergy to the whole offer, while allowing individual freedom for key brands to maintain their own identities.
Dalziel and Pow have previously worked with World Duty Free, creating a generic concept in 2001. This was first seen in Stansted, the aim being to unify key elements of stores to create a recognisable format.