Big Value
Challenge
The aim of the project was to create a 220 sqm ‘Value’ store, within the new main Duty Free area at Hamad International Airport. Although most of the space had to be used for selling goods, the environment also had to be welcoming with a smooth customer flow circulation.
Facts
Customer: Qatar Duty Free
Type: Store
Industry: Travel Retail, Brands
Location: Doha, Qatar
Services
Design &
Conception
Conception
Project
Management
Management
Assembly
Production
Logistics
Realization
Our client, Qatar Duty Free, selected a 220 sqm area next to the airport entrance with access to the food court. We created a welcoming ‘value’ focused environment with bright colours, clear product categorisation and strategically placed advertising on the back wall to communicate a strong value message. The tills were placed on the sides of the store to increase the circulation area. Digital communication was integrated in the gondolas and the external walls to highlight the promotional & savings accent in the central area.
Highlights
The digital marketing strategy was integrated into the design concept. This allows to change the communications easily, from general store promotion/savings messages to brand focused events and discounts.
Materials with a robust and industrial look and feel were used to further enhance the value message throughout the space.
