‘An unforgettable experience’: Belo Horizonte Airport opens dramatic 3,000sq m Sense of Place concept

BRAZIL. Aeroporto Internacional de Belo Horizonte (BH Airport) last month opened the Praça Mineira, a highly ambitious 3,000sq m zone dedicated to local and regional concepts. BH Airport said this was a first for Brazil on its scale; the concept features shops, cafés and restaurants created by artisans from the state of Minas Gerais.

The CCR-Flughafen Zürich alliance, which operates the airport, said the opening followed two years of building and renovation work, and had already become “a talking point” for people in Brazil. BH Airport Chief Commercial Officer René Baumann told The Moodie Davitt Report: “We have touched people with this project and the numbers are already very good.”

With this development, the airport company aimed to reflect the culture and heritage of Minas Gerais, which is larger than France and is the main producer of coffee and milk in Brazil. It is known for its architecture and colonial art in historical cities such as São João del-Rey, Congonhas, Ouro Preto, Diamantina, Tiradentes and Mariana, as well as its hydro mineral spas and national parks.

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Capturing Sense of Place: Images of the new concepts and of the inauguration event held last month (above and below)

BH Airport said: “Belo Horizonte International Airport takes the role to be the entry gate to the Brazilian state of Minas Gerais very seriously and therefore has allocated more than 3,000sq m of prime area to show the best of this great region to Brazil and to the world.

“Praça Mineira is a dedicated space that meets new points of sale with Sense of Place appeal. This is the first time in Brazil where an airport dedicates more than 3,000sq m to show the best of a region.

“Praça Mineira is much more than a shopping place. It is a space in our airport that shows products which are part of our culture and tradition. All of them are selected according to their origin, originality, level of quality and history. [This is] an unforgettable experience that goes through gastronomy, culture, arts and everything else Minas is proud to offer.”

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The airport has developed a special Praça Mineira brand identity that covers all categories, with a flowing graphic that is claimed to evoke the Minas mountains.

Local artists have developed a range of illustrations inspired by the region; these exclusive designs will appear on the merchandising and products.

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Concepts include:

*Arte Minas: Featuring handcrafts from across the state of Minas Gerais, including puppets and pewter cups, jugs and vases from St. John Del Rey; images of Divino Espirito Santo in wood from Tiradentes; mugs, shirts and keychains printed with landscapes and tourist sites from Belo Horizonte and Minas Gerais.

*DrinkIt: A store from the region that carries domestic and imported artisanal beers, cachaça and liqueurs.

*Ehven Pedras: Featuring jewellery, crafts and souvenirs made with semi-precious stones in Minas Gerais, many from the Mucuri Valley.

*Frau Bondan: A sweet shop concept housing a “mineiro” interpretation of confectionery, sold in specially designed packs.

*Leve Minas Emporio: A gift shop offering fine cheeses, sweets and biscuits of the region.

*Tudo é Passageiro: Selling popcorn, ice cream and flowers, the most popular items seen in the town squares of Minas Gerais.

*Espresso Mineiro: A bespoke concept that reflects the importance of coffee to Minas Gerais. The menu features variations from the main producing regions including Cerrado Mineiro and Matas de Minas.

*Vila Francisca: A 685sq m open kitchen and restaurant dedicated to the flavours of the region. Includes a self-service buffer, a la carte menu and beer hall.

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