Nice Côte d’Azur Airport dazzles with new-look T1 commercial offer

FRANCE. Nice Côte d’Azur Airport has unveiled the latest phase of its ambitiously revamped commercial offer, describing its new-look Terminal 1 as “the most surprising experience in any European airport”.

The two-year T1 project reached its culmination at today’s Grand Opening (10 June), attended by VIPs and media including The Moodie Davitt Report Senior Editor Jason Holland.

“Welcome to the airport of tomorrow,” said Nice Côte d’Azur Airport as it described the revamped layout and design of the two terminals and the associated commercial planning as “completely re-thought”.

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Celebratory moments on a red-letter day for Nice Côte d’Azur Airport

Security screening is now centralised and re-located; a single shopping area leads to all boarding gates; and a greatly enlarged lounge area with an expanded waiting area provides passengers with more fluid circulation, giving more time, comfort and space.

The airport company said: “This vision is in line with the desire to make Nice Côte d’Azur a singular airport in which each passenger is unique, making the airport a destination in its own right. The goal is to provide a tailor-made, original and unforgettable experience, bringing together a diversity of offers mixing creativity and excellence whilst at the same time underlining the Côte d’Azur brand, the veritable DNA of the airport.”

Aéroports de la Côte d’Azur Group Commercial Business Director Filip Soete told The Moodie Davitt Report that the airport company’s vision had been “100% achieved”. He said: “We have completely transformed the offer and early results have been gratifying – we’ve had nothing but positive feedback. The first sales results are promising too. Our goal is to drive an increase in commercial sales of +40% over the five years.”

Soete noted that attention will now turn to completing the commercial renovation of T2, scheduled for May 2017. “It will be even bigger and better,” he promised.

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Walk-through wonderland: UK firm Portland Design conceived a passenger flow that maximised consumer penetration and engagement

Dominique Thillaud, Chairman of the Executive Board of the Aéroports de la Côte d’Azur Group, said: “We are proud to inaugurate, only two years after the start of the design studies, a new terminal responding to the expectations, inspirations and requirements of our passengers. Providing our clients with the most surprising experience in Europe is now a reality at Nice Côte d’Azur Airport, reflecting the unforgettable image of excellence of our region.

“The revamping of the airport of tomorrow is well underway, and our efforts continue to innovate and surprise, across all the Group’s platforms.”

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A vivid series of advertising displays greets passengers before they enter the Aelia Duty Free store. JCDecaux recently won a ten-year contract to implement an all-digital advertising offering at the airport

Lagardère Travel Retail France CEO Michel Pérol said: “Lagardère Travel Retail France is pursuing a strategy of overall operator across the three segments of duty free, restaurants and Travel Essentials. Nice Côte d’Azur Airport’s commercial project gave us an opportunity to express this ambition on an exceptional site.”

SSP France and Benelux CEO Gérard d’Onofrio added: “It is with innovation and quality in mind that we positioned our restaurant offer, and we are particularly proud to have participated in this revamping project at the side of Nice Côte d’Azur Airport, with the common aims of excellence and a traveller experience in line with their expectations.”

Dufry Group Divisional Chief Executive Officer Southern Europe and Africa Pedro Castro commented: “We are very pleased with this solid collaboration with Nice Côte d’Azur Airport, which contributes to giving its passengers unique travel and shopping experiences in a destination of worldwide renown. Through the selection of modern brands and attractive stores, Terminal 1 has acquired a further touch of class and glamour.”

“THE NEW AND SURPRISING SHOPPING EXPERIENCE”

The airport development spells a three-fold increase in space across T1 and T2.

To ensure the provision of a diversified offering designed to satisfy all passenger categories, Nice Côte d’Azur Airport said it chose to work with recognised travel retail partners “with a proven track record” – specifically Lagardère Travel France, SSP, Dufry and The Swatch Group.

It described their respective offers as both “complementary to each other and in competition… with concepts that are particularly well suited to the expectations of each passenger.”

The result, it claimed, is “an ideal mix that reflects the most surprising experience in Europe”.

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Capturing the Côte d’Azur experience: VIPs and media had the chance to participate in tastings and promotions at the walk-through duty free store as part of the Terminal 1 Grand Opening

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The new approach began to take shape in 2014 in Terminal 1 with the complete renewal of the food & beverage offer, which was increased by +168% to 1,340sq m.

Concepts range from fast-food to table service, from basic offerings to the very high end, spread across some 20 points of sale over the two terminals.

The second phase saw the complete renewal of the travel retail offering, and floorspace has been doubled.

VIPs and media were taken on a tour of the airport led by Soete, tracing each step of the passenger journey.

Soete noted that the passenger profile predominantly consisted of leisure travellers, so one of the central aims of the new commercial offering is to allow them to take back an “experience that reminds them of their journey”.

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Kick off: Nao the robot gets into the spirit of the Euro 2016 football championships, which began with a 2-1 victory for France over Romania

The passenger experience begins landside with an immersive installation and two new brands. The Air Shark structure captures both attention and Sense of Place, underlining the airport’s proximity to the Mediterranean, which is home to 10% of the planet’s marine species. The installation also marks a partnership with the Monaco Oceanographic Museum with the aim of helping to protect the marine world.

The opening of Joe & the Juice (from Copenhagen) and La Tarte Tropézienne (from Saint-Tropez) in May encapsulated the spirit of the new commercial offer, mixing international brands with local Côte d’Azur “must-haves”. Both are firsts for France, Soete said.

After going through security, passengers arrive in the 955sq m Aelia duty free store, operated by Lagardère Travel Retail. It has been designed to offer a “multi-sensorial shopping experience”. Consumers can create their own perfume in Le Jardin Fragonard, enjoy Spa Eric Zemmour, or indulge themselves at Champagne Chandelier with exclusive sound & light shows.

A robot, called Nao, welcomes travellers to the store. It serves as a guide and also provides entertainment – as well as being a perfect opportunity for a ‘selfie’. An interactive visual area highlights particular brands and changes every month, with the potential for cross-category collaboration. Tastings and promotions are also key features of the store.

Immediately after the duty free store is an area dedicated to luxury and fashion. A Hermès store (unusually, Nice Côte d’Azur Airport has two stores dedicated to the brand across its two terminals) sits adjacent to boutiques from Versace – the brand’s only presence in the south of France – and Baccarat, its first airport mono-brand store, featuring jewellery as well as its signature glassware.

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First glass: Baccarat’s first airport mono-brand store is a key part of the dedicated luxury zone

The Swatch Group’s Hour Passion store offers 12 leading watch and fine jewellery brands, including ultra-premium Breguet, Blancpain, Breitling, Chopard and Omega plus other high-end names such as Longines and Rado, and also Tissot, Hamilton and Calvin Klein, together with kid’s models from Flik Flak, and the Swatch range.

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The Swatch Group’s specialist Hour Passion concept has proven a big winner in airport retail and it makes an appropriately timely appearance at Terminal 1

Other new brands include Italy’s Max Mara and Longchamp, while The Fashion Place offers Zadig & Voltaire, Boss and Pinko. The Riviera Chic corner is dedicated to the beachwear world of the Côte d’Azur, bringing together Erès, Vilebrequin, Banana Moon and the colourful jewellery brand GAS.

Soete noted that there are a “surprising amount” of frequent travellers at the airport, so the stock and brands featured in the stores must be updated regularly. The goal at the fashion outlets was to feature a mix of established and trendy brands, he said. Indeed, at Riviera Chic a central table regularly introduces an emerging brand.

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The concept of Sense of Place (and Plage) is integral to the ambitious terminal development, nowhere more so than in the critical food & beverage offer

The F&B offering features tailor-made “premium, exclusive and glamorous concepts”, such as those proposed by the French star-rated chef Thierry Marx (La Plage and Pan Garni), alongside international brands (Starbucks, Pret à Manger) and local favourites such as Chez Pipo.

Chez Pipo serves savoury cake socca and other regional dishes which have been enjoyed at the original downtown restaurant since 1923. A takeaway van is operational in the summer, adding a sense of theatre. The airport outlet also features an enlarged menu adapted to the airport environment, with more salads and desserts.

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Regional taste: The airport is drawing on local traditions and heritage with its Chez Pipo outlet

La Plage by Thierry Marx is a particular highlight of the new passenger experience, according to Soete. It reproduces a VIP beach bar and takes inspiration from iconic Côte d’Azur establishments such as La Voile Rouge, Le Club 55 and Le Nikki Beach Club.

Underlining the focus on Sense of Place, a destination merchandise store offers a range of “chic, local, innovative concepts”. Top Côte d’Azur gastronomy brands are well represented in Saveurs de Provence, which features a diverse line-up of local fine foods, confectionery, wines and spirits.

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A true taste of the Côte d’Azur at destination merchandise specialist Saveurs de Provence

A dedicated Fragonard outlet also features, and offers a range of souvenirs and other items in addition to the perfumes seen at its space in the Aelia Duty Free store.

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Souvenir chic: Another highlight for Soete is the family-owned Fragonard, in its first mono-brand airport store anywhere

The new So Nice/L’Occitane concept, created exclusively for the airport, is entirely dedicated to the Provençal beauty, gifts and well-being brand L’Occitane.

The two new RELAY stores in the boarding area feature an open, easily visible layout, enticing passengers to discover various travel accessories, souvenirs and news and books.

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Full stop: The Azur Lounge has been designed to offer the perfect environment for relaxation

Finally, the Azur VIP lounge (Schengen) has also been designed to present a local feel. It features a plush library atmosphere, and has been extended from 250sq m to 400sq m. Each VIP lounge at the terminal will feature a different personality, Soete said.

For more on the new retail and dining offer at Nice Côte d’Azur Airport Terminal 1, please see our recent feature in The Moodie Davitt e-Zine.

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Beach themes: La Plage by Thierry Marx was the host venue for a drinks reception to mark T1’s Grand Opening
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Sun and sea: Riviera Chic brings to life the colourful beachwear world of the Côte d’Azur
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Shopping heaven: The Fashion Place is a multi-brand store focused on luxury ready-wear garments
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