THE NETHERLANDS. A new look for the Exquisite store in Amsterdam Schiphol Airport was today formally unveiled by Schiphol Airport Retail following major renovations. [The Moodie Davitt Report Senior Editor Jason Holland is on location there today; look out for his special report in coming days.]
Schiphol Airport Retail, a joint venture between Gebr. Heinemann and the Royal Schiphol Group, has upgraded the 136sq m retail area of the fine wine, spirits and cigars store with new furniture, signage and lighting and a more open configuration of the façade.
A lighter urban design is intended to appeal to younger consumers.
Schiphol Airport Retail Managing Director Simon Asmus said: “Especially the wine and spirits category is attracting more and more young customers, who are willing to invest in high-quality products.
“Many of them are simply lovers of fine drinks and look for the unparalleled taste of a rare Cognac, a fine Champagne or a vintage whisky.
“But particularly at the high end, a growing number of young collectors is entering the market, chasing rarities and the latest limited editions that they can’t find anywhere else.”
The redesign was accompanied by a renaming of the shop; the original name Exquisite is now supplemented by ‘Finest Wine, Spirits & Cigars’.
Among other new features, the Exquisite store now offers an aroma table, made of marble and brass and featuring five trumpet-like devices that, with the squeeze of a rubber bulb, release the aroma of a core taste of the wine or spirit it promotes.
Gebr. Heinemann Purchasing Director Liquor Tobacco Confectionery Rüdiger Stelkens said: “The aroma table sets a new benchmark in travel retail when it comes to enticing the shopper in new and exciting ways. It also builds a perfect bridge from marketing to tasting – and tasting builds the bridge to buying.
“But even those travellers who don’t turn into buyers will still memorise the experience at the Exquisite shop and be left with a new, more sensual impression of the promoted brands.’