Client: World Duty Free
Design of the 'World's Greatest Duty Free Store'
Brief: The brief was to create the “world’s greatest duty free store”. This commission included the consideration of the entire store experience – concept design, visual merchandising, in-store graphics, staff uniforms, service style, in-store ‘soundscape’, music and entertainment. The consultancy also considered different ways in which the store could capture the glamour once associated with long haul flight. Working closely with the client, the agency proposed the creation of ‘London’s greatest cocktail bar’ at the heart of the liquor area. This would be ground-breaking and require real courage from a client that would have to concede valuable retail floor-space. Driven by the desire to make Terminal 5 unique in airport retailing, the client accepted the challenge and charged JHP to bring this vision alive.
Response: JHP’s experience in understanding how consumers-in-transit shop for products was critical to the success of this project. The work reveals an entirely inspiring, luxurious and yet uncomplicated ambience. The customer journey through the space easily blends luxury products with commodity in a singular store environment. The two-level store has a clean and simple architectural scheme and features beauty, a food hall, luxury, liquor and tobacco products on the departure level, and sunglasses, watches and jewellery on the check-in level. Also located within the store is Bar ‘5’, crowned by a stunning ‘mood-changing’ chandelier light fixture and other firsts such as live ‘make-over’ areas, and luxury tasting bars. JHP explored the concept of ‘contentainment’ - meaning the harmonisation of cross-category promotional campaigns, entertainment, events and airport information. No two store visits will ever be the same – the environment constantly changing. The centrepiece of this work is an ‘Art Wall’ capable of displaying any type of moving or still image, which is used by both retailer and brands as part of store wide tactical campaigns. Environmental consideration The whole store is designed to be intrinsically energy efficient. All materials used were to be hard-wearing, recyclable and have a minimal effect on the environment in terms of their sourcing and disposal. Light sources were energy efficient and using the latest technology, resulting in power per square metre reduced to an absolute minimum. Finally, by maximizing the openness of the shop fronts, JHP utilized all available natural light. Bar ‘5’ World Duty Free combined forces with Diageo to operate Bar ‘5’ The eight-metre long elliptical bar is anchored on pure indulgence and sophistication. The centrepiece is a stunning bespoke chandelier hovering weightlessly above at over seven metres in length. More than 250 perspex rods with etched glowing inner cores make up the design. The chandelier and the bar itself can subtly change colour from white through a full colour spectrum, allowing World Duty Free and Diageo to merge environment, product and brand in one harmonious vision. Many of the materials used are unique to bar design - from the bar top with inset mirror chips to the seamless textured bar front. Every detail has been carefully considered to create a setting that aims to exceed all expectations of what an airport bar should be. Even the bar stools have been designed to deliver a level of comfort befitting a world-class offer. The bar features expert mixologists, a comprehensive and exotic drinks menu including a bespoke T5 cocktail, and an ever-changing calendar of events as part of World Duty Free’s in-store integrated promotional network. The bar is surrounded by cross-selling opportunities to purchase Duty Free alcohol after tastings at the counter. JHP’s work included the generation of the bar’s name and identity, consideration of the drinks to be served, music to be played and the design of uniforms, glasses and consumables. The Terminal 5 store also saw the launch of the new World Duty Free brand mark and corporate identity design, also by JHP.
Testimonial: Bringing together the store architecture and key moments of retail theatre, with the world’s most exciting retail brands, JHP has created the ultimate in airport retail shopping. World Duty Free’s new cocktail bar gives a glimpse into how premium catering venues at airports could look, sound and feel completely different. The bar has become a must-visit for all discerning passengers where they can experience the highest level of customer service, fabulous cocktails and a taste of glamour. The project provided a real step change for World Duty Free –it is already evolving them from being a traditional Duty Free retailer into the world of the luxury department store. The World Duty Free store has out-performed its sales targets, and is being strategically rolled out across the retail estate