GERMANY. Daniel Wellington has opened its first pop-up store in a German airport in Hamburg.
The pop-up, which features the brand’s minimalistic range of men’s and women’s watches, will have a residency of around 12 months.
“Whether you are looking for a gift or souvenir or for something to wear yourself, you are sure to find the right watch right here at the airport when you fly to or from Hamburg,” said Hamburg Airport Director of Centre Management Lutz Deubel.
“Passengers can browse right near the gates. Daniel Wellington is ideal for our pop-up store, which has been very well received by our customers thanks to the variety it brings.”
Daniel Wellington Retail Operations Manager Germany Felix Hilger added: “We are looking forward to positive collaboration at Hamburg Airport. We are presenting our own Daniel Wellington retail concept at a German airport for the first time. The collaboration allows us to present our entire range, making direct contact with our customers.”
Hamburg Airport installed the 23sq m pop-up area near Gate A17 in September 2016. The space hosts individual suppliers for a limited time, offering travellers a periodically changing range.
As part of Hamburg Airport’s newly designed Pier atmosphere, the area’s design reflects themes of trade, merchant houses and the warehouse district of the city. Several waiting areas at the gates have been modernised with alternating quiet areas and business zones. Bistro tables serve as meeting points while the workstations have additional power sockets and USB ports.
Other Scandinavian brands to have occupied the pop-up area in the past including Swedish bookseller Pocket Shop and design and lifestyle retailer Flying Tiger Copenhagen.
Danish label Becksöndergaard also has a shop at Hamburg Airport, selling bags, scarves, accessories.