Project type: Retail
Location: Frankfurt International Airport, Germany
Time: 2010, 2012
Client: Gebr. Heinemann, Hamburg
Size: 40 sqm
Photos: Heinemann Duty Free
It’s premiere time in Frankfurt. For the first time, Heinemann Duty Free has unveiled a world of surprises and excellent service at one of the world’s largest international airports. Today, in the company of Dr Stefan Schulte, the chief executive officer of Fraport AG, Claus and Gunnar Heinemann opened the first Heinemann Duty Free Shop in Frankfurt.
The Heinemann name glitters in blue, red, and silver above the entrance to the brand new, 900-square-metre Duty Free shop in the transit area of Terminal 1B. “We want to earn the loyalty of our customers through our family name. Customers should be aware that they are choosing Heinemann,” explains the company’s owner, Gunnar Heinemann, who will invest over 20 million euros at Frankfurt Airport until the end of 2012. “We are giving duty free a face and adding personality to the business. We are the only family-owned business in the global duty free market. Our brand is not based on an artificial name. For 130 years, our company’s growth has been based on trustworthy and consistent performance, and we want to pass on this success to the passengers.” The resplendent new logo over the Heinemann Duty Free shop comprises three red sails that are reminiscent of shopping bags – a design that symbolises both the dynamic energy of the Hamburg-based company and the experience of airport shopping.
It’s not only the name and the design that have changed, however. Heinemann has dramatically enhanced the concept of the Travel Value & Duty Free shops by focusing on three significant aspects: first, the combination of international brands at low prices and a product range that consistently surprises; second, a complete service for customers; and thirdly, the appeal of personality, with highly trained, friendly staff on hand to guarantee a very special airport shopping experience.
Promotional stages spring surprises
Heinemann has raised the bar by opening up an exciting world where there is always something new to discover and customers’ expectations and needs are exceeded. Around a quarter of the floor space will be devoted to alternating presentations of various products that will be upgraded every two months. Customers will find things they never expected to see at an airport highlighted on special Heinemann’s Choice promotional stages. “By keeping abreast of exclusive new products, we will track down the global trends on behalf of customers and bring them to our stages right here at Frankfurt Airport,” says a forward-looking Gunnar Heinemann, “As we operate globally and have established an excellent logistics supply chain, our sales promotions will always reflect the zeitgeist.” It’s an approach that will capture the imagination of frequent flyers and holidaymakers alike, who can be confident that the Heinemann stages will offer both variety and entertainment.
Another special feature of Heinemann Duty Free is the promotional stage for highlighted products, specialities and delicacies from Germany. GRAFT Architect’s office has brought a flavour of the forest to this area of the shop – with an installation that is Made in Germany. With wines of the Mosel, marzipan from Lübeck, breakfast trays featuring German designs and foods that include frankfurters and apple wine, every traveller now has the last-minute chance to pick up a piece of Germany before they fly.
The TÜV Rheinland technical inspection authority, whose independent team of experts regularly checks pricing, has confirmed that Heinemann saves travellers money. The authority found that 90 percent of Heinemann’s highlighted products offer savings of up to 30 percent when compared to domestic stores or internet purchases. Anyone with a valid boarding pass can shop at Heinemann Duty Free. Whether flying to a domestic destination, within Europe or long haul, the customer always pays the same price. (The only exception is tobacco goods due to the tax status on the excise stamp.)
Complete service for flyers
Heinemann is also aiming to establish itself in the consciousness of consumers through innovative services. With immediate effect, travellers will be able to call in their orders or shop online before arriving at the airport. The purchased items can then be picked up without delay at the shop’s service counter. Purchases can also be gift-wrapped, and more services are in the pipeline.
According to Gunnar Heinemann, “Frankfurt is our biggest marketplace in Germany. We operate 39 shops here, along with a big warehouse in Kelsterbach, and we employ 700 people of over 45 nationalities, including 27 trainees. Every day, our shops at Frankfurt Airport handle 10,000 customers. Alongside the 21 duty free shops, there are the brand-name boutiques like Boss, Hermès, Bulgari and Shanghai Tang.”
Heinemann Duty Free has another special surprise in store for all travellers: anyone who can land a paper plane in the prize draw box by 31st December will be in with a chance of winning a whole year of free flights with Lufthansa.
FRANKFURT REGIONALS A-PLUS
The shiny new A-Plus terminal area at the International Airport Frankfurt has large selection of shops and GRAFT designed one of the regional specialty zones.
With over 11 million hectares of forest, Germany is one of Europe’s most densely wooded countries – and a number of highly unusual trees have taken root in the Heinemann Duty Free shops in Frankfurt. For the ‘Made in Germany’ regional speciality areas, internationally renowned architects GRAFT came up with a forest-themed installation: dynamic tree sculptures comprising stacked layers of oak rise up in the middle of the shops, catching the eye of shoppers. With this modern reading of a forest, GRAFT has created an open and flowing space, a clearing in which to pause for a while amid the hustle and bustle of the airport. This is also the place for travellers to pick up a slice of Germany to take home.
The duty free shop in terminal A-Plus is the second Heinemann shop designed by GRAFT at Frankfurt International Airport.