USA. Leading luxury travel retailer DFS Group hosted a glittering ceremony at San Francisco International Airport on 1 June to unveil its renovated retail concepts and celebrate 50 year of operations at the location. [For our earlier story on the new and renovated stores, click here.]
The event took place at the Airport’s Terminal G concourse and kicked off 50 days of celebration to highlight exclusive products and gifts as well as local discoveries from the Bay Area. The company welcomed official representatives, VIP customers and local celebrities among over 100 guests.
DFS Chairman and CEO Benjamin Vuchot officiated the store opening with a ribbon-cutting ceremony that included Airport Director Ivar Satero, Director of San Francisco Mayor’s Office International Trade & Commerce Mark Chandler, and DFS SFO General Manager Karl Sutcliffe.
Guests were treated to Chandon sparkling wine; spirits tastings by Hangar One, Gold Bar Whiskey, Rémy Martin and Hennessy Cognac; wine tastings from Silverado and Duckhorn; chocolate tastings by Tcho and See’s along with strawberries hand-dipped in Ghirardelli chocolate; and enjoyed hors d’oeuvres provided by Napa Farms. Entertainment featured live music, poetry, digital caricature portraits and body painting, all supplied by local vendors.
Click on the video above for a snapshot of the anniversary celebrations on 1 June
Since opening at the airport in 1972, DFS has been the airport’s only duty free retailer. In recent months, to prepare for the return of international travellers, the retailer undertook a comprehensive renovation of its two flagship stores in Terminal A and G concourses.
In addition, boutiques featuring luxury brands including Gucci, Burberry, Hermès, and the world’s first in-airport Saint Laurent were remodelled. The renovation was timed to coincide with DFS’ 50th anniversary of operations at the location and the reopening event was held as a celebration of both the airport and travelling customers in San Francisco and the Bay Area.
DFS Chairman and CEO Benjamin Vuchot said: “Today marks another milestone in DFS’ history. Not only are we reopening for our customers and unveiling our renovated retail concepts delivering a unique luxury experience and a sense of place, we are also celebrating 50 wonderful years at SFO.
“Our aim at DFS is to create destinations within destinations, and SFO is a perfect example of this ethos. We are honored to continue working with the SFO Airport team, with the office of the Mayor, and with our brand partners, to ensure that SFO maintains its reputation as a world-class airport within a world-class travel destination.”
“This is truly a milestone for both DFS and SFO… 50 years of working together to create an exceptional experience for our customers from around the world,” said San Francisco International Airport Director Ivar C. Satero. “There is no better way to celebrate this achievement than with the grand opening of these gorgeous new flagship gallerias and boutiques.”
The design of the new stores reflects the “laid-back yet cosmopolitan essence” of San Francisco, said DFS, with a façade that features iron-painted International Orange (the colour of the Golden Gate Bridge) and natural wood. The physical enhancements are further augmented by new digital experiences, such as interactive digital wine tables allowing customers to place a bottle on the table and learn about the brand and vintage via an on-screen display.
DFS has also partnered with Inflyter, the duty free shopping app, enabling travellers to browse and buy duty free as soon as a flight booking has been made.
