With almost 2,000m² of retail space, the new store replaces the former main store and transfer store and is located directly after the security channels.
According to WDF, the flowing walkway guides customers through the store introducing them to a variety of new brands, alongside some of the latest technology which helps deliver a more personalized shopping experience.
The launch event was led by Eugenio Andrades, CEO Division UK, Central and Eastern Europe and Guy Stephenson, CCO of London Gatwick, who were also joined by Julian Diaz, CEO of Dufry and Stewart Wingate, CEO of London Gatwick.
Commenting on the new store Eugenio Andrades said: “Passengers visiting our store in the UK’s second largest airport expect the highest standards of customer service, the latest innovations and an extensive product range.
"This impressive new retail space provides customers with a world class and more personal shopping experience, along with a much wider range of sought after brands. Our thanks go to the London Gatwick team for their support during the store redevelopment period”.
Guy Stephenson, CCO of London Gatwick noted: “A walkthrough store layout facilitates the differing ways that we know our passengers like to shop - offering both a leisurely meander through everything on offer or a quick and effective way of identifying that desired item.
"As an airport we have invested £27.5 million to bring this new retail concept and a host of new products and brands to Gatwick’s North Terminal, adding to the existing walkthrough store in our South Terminal.”
The showpiece of the store is the 628m² beauty hall, where customers will discover many brands that are completely new to Gatwick North.
A strong generic space has been introduced at the entrance to beauty to showcase key campaigns such as 40% Off, Seasonal and New.
A series of boutique areas have been created for iconic, international brands including Chanel, Dior, Lancôme, Clarins, Clinique, YSL and Esteé Lauder. Alongside these, numerous ‘must have’ makeup brands have been introduced into the product mix including Urban Decay, NARS, Smashbox, Armani Makeup, Tom Ford Makeup, Lipstick Queen and By Terry.
A dedicated ‘Skincare Zone’ introduces customers to premium brands such as La Mer, Elemis, Sisley, REN and Eve Lom. Here customers can have consultations with specialist staff and enjoy a variety of free pre flight treatments and services.
Extra space has been allocated to fragrance to maximize the potential for growth brands such as Paco Rabanne, Hermes and Tom Ford and showcase new brands such as Tiffany.
When entering the store, passengers first encounter the liquor area which showcases ‘collections’ of spirits, as well as locally sourced brands such as the Surrey based ‘Silent Pool’ gin.
A Destination Tasting Bar where customers can ‘try before they buy’ incorporates a digital display fascia, which enables content and messages to be instantly tailored to suit the particular passenger profile at any given time.
This flexibility, says WDF, increases the effectiveness of the communication impact and really helps to drive sales.
World Duty Free has incorporated its specialist whisky concept; World of Whiskies into the main store. Technology such as digital screens and content are utilized to help customers get a better understanding of the extensive range, brands, exclusives and expertise.
A striking element near the front of the store is the contentainment space which creates a “stop-off point” for customer engagement.
Designed to deliver real impact and highlight the latest brands in a show stopping way, it incorporates some of the latest technology including the UK’s first curved LG OLED video wall made up of nine screens ‘floating’ in front of LED tiles.
Within the luxury category technology once again takes centre stage, with the installation of a ‘Magic Mirror’. Customers can use this ingenious mirror to try on a variety of styles, compare images of them side by side and share content on social media or with friends via email.
According to WDF, it makes the process of selecting sunglasses a very interactive and entertaining one and really enables customers to find their perfect style of frames.
Over 1438 facings showcase 40 different sunglasses brands, many of which are new to the Gatwick North store, such as Celine, Versace, Tiffany, Chloe and Burberry.
Other ‘firsts’ within luxury include Michael Kors watches and larger, more impactful personalisations for Pandora and Swarovski.
The customer journey through the store space concludes with an extensive confectionery area showcasing strong British brands such as Fortnum and Mason, which is one of the best selling food ranges at London Gatwick Airport.
Eye catching wall personalisations have been incorporated for key brands such as Toblerone, Cadbury, Godiva and Lindt.
Across the walkway, the souvenirs and toys category includes a range of bespoke Gatwick souvenirs which highlight London landmarks appropriate to the Gatwick locality, key visitor locations such as Brighton and Arundel Castle and incorporates plane graphics and the Gatwick name into the design.