OMAN. Muscat Duty Free (MDF) has revealed a high-class shopping complex at Muscat International Airport’s new terminal, which opened on 20 March. The Moodie Davitt Report brings readers the first images of the 6,200sq m space, which is almost three times the retail area of the old terminal.
Muscat Duty Free noted that the shopping area represents “a spectacular upgrade from the existing shops, combining strong design features and new and exciting store concepts.” The company, which is a partnership of long standing between ARI-Middle East and Oman Air, said it would offer travellers “a premium shopping experience”.
Muscat Duty Free Chairman Dr. Al Shueili said: “This new store is only the first step in delivering exceptional offers, exclusive products and world-class customer service to our shoppers. We have created a thoroughly engaging and visually stimulating shopping environment, which we believe even the seasoned traveller will find appealing.”
ARI-Middle East CEO Nuno Amaral said: “We are extremely proud of the opening of this new store and it further underpins our mission to continue to deliver world-class retail and customer experiences.”
Muscat Duty Free now houses a much-expanded brand range, which includes Jo Malone, Kiehl’s, Michael Kors, Hugo Boss, Tumi and Porsche Design, among others. In electronics, a Capi store has opened while an updated sports and leisure offer features names such as Timberland, North Face and Columbia. The company has added a new sunglasses concept, more fashion shops than before, plus a dedicated gourmet store. These complement a strong core category offer across liquor, fragrances, skincare & cosmetics, confectionery and more.
The Muscat Market store features a specially created palm tree ceiling design, taking inspiration from the Omani landscape. At the heart of the new shopping area lies “an exciting and sensory experience”, where travellers can browse the beauty range, said the company.
The retailer has incorporated a dedicated boutique for Amouage, the fragrance house from Oman, while new fragrances & cosmetics brands for the airport include MAC, Crème de la Mer, Benefit, Roja and La Prairie. Additionally, there are novel spirits concepts from Johnnie Walker and Dewars, plus fun units from confectionery partners such as Nestlé with its Kit Kat bus and ‘selfie’ telephone booth.
Interaction with customers is a key feature, said Muscat Duty Free. Lego has produced a spectacular one-off life-size Sinbad figure while Chupa Chups has created a dhow featuring the Omani flag. These are just two of many innovative and interactive features for shoppers to discover, said the company.
Muscat Duty Free General Manager Martin Mullen said: “The retail offer has been transformed at Muscat Duty Free and we look forward to serving the many millions of customers that use Muscat Airport every year. We have worked in close partnership with our suppliers to ensure their brands are presented in a way that both resonates with shoppers and delivers the best brand experience. We are delighted to be offering passengers travelling out of Muscat Airport such a fantastic shopping experience.”
To mark the opening, Muscat Duty Free has developed a memorable promotion. It is offering shoppers the chance to win a freehold apartment in the Omani sea resort of Sifa. For every RO25 (US$65) spent, customers will receive free entry into the draw. The promotion will run for four months to the end of July. It is being hosted in partnership with BMW, which is also providing an i8 car as a raffle prize.
As reported, the travel retailer unveiled a new identity and branding in advance of the terminal opening. On opening day, staff wore new uniforms with the new image.
The company concluded: “This is a new chapter in the company’s development and will raise its profile to be among the best retailers in the region.”
