A life of luxury
DFS’ desire to create a “truly luxurious shopping environment” in the new Terminal 3 at Abu Dhabi International has been realised in considerable style, as David Davies discovers
High-end, premium, luxury: these terms, and many others like them, have been attached to numerous airport shopping developments over the last five years as operators and retailers have sought to adjust to the raised expectations of their travelling clientele.
Doubtless many future projects will also strive for these values, but it looks like they are going to have to go some way to match the retail complex at Abu Dhabi International Airport’s new Terminal 3. Opened to the public in the first quarter of 2009, the impressive new facility – which is dedicated to Etihad Airways and increases the airport’s overall annual passenger capacity to 12 million – incorporates a cross-section of luxury boutiques, general outlets and catering facilities that has few peers in terms of its strength and diversity.
“Our strategy here was to create a truly luxurious shopping environment for our very special clientele, while mirroring the future marketing plans of the Emirates, and also catering to the more value-conscious segment of the travelling market,” explains Craig McKenna (pictured left), managing director of DFS Singapore Division, which was awarded the retail concession in June 2008.
World within worlds
Underpinning the entire retail planning at T3 was the intention to present brands in an “inventive” and inviting way via the creation of distinct shopping “worlds”. Brand assortments have been devised specifically for the Middle Eastern customer – a rigorous approach that is already reaping rewards.
“In the first few weeks, we welcomed a customer who had made the decision to fly from Abu Dhabi solely to purchase a Jimmy Choo handbag! As word spreads, we expect to see customers pre-ordering special pieces and also contacting us before travelling to enquire about latest arrivals.”
In addition to being the venue for the world’s first Jimmy Choo airport boutique and the region’s first standalone Hermès airport boutique, T3 also incorporates standalone outlets for such renowned brands as Bally, Burberry, Cartier, Hermès, Hugo Boss, Rolex and Salvatore Ferragamo (for extended list, see Box). The Polo Black Label store is another first for the region, its initial results already confirming DFS’ research indicating that the Middle Eastern consumer is “looking for more than just basic polo shirts”.
And it’s not only in the field of store concepts where T3 is setting a pace – the terminal is also paying host to product debuts, including the exclusive launch of Absolut Shaker in April and the first appearance of Armani Diamonds in March.
Promotions and other customer-involving activities are also playing an important role. As McKenna observes, “every customer is seeking value, even in the luxury context. At Abu Dhabi, we satisfy that need with a strong focus on gifting, GWPs, value offers and exclusives as we balance the strategy throughout the floor.”
Forward to the future
Taken as an individual development, T3 is extremely impressive and clearly one of the most important new airport facilities of the past decade. In fact, the complex is merely one component of airport operator ADAC’s long-term, AED 25 billion development programme for Abu Dhabi International that also includes – among other projects – a second runway, new Air Traffic Control tower and the Midfield Terminal Complex, which is due for completion in 2012.
In fact, there is an even wider context for these major developments – the Government of Abu Dhabi’s ‘Plan Abu Dhabi 2030: Urban Structure Framework Plan’. Unveiled in 2007, the far-reaching document was developed in conjunction with an international taskforce and is intended to underpin Abu Dhabi’s continued emergence as a world capital city. Taking account of a forecast that sees the city’s population exceed three million by 2030, the plan incorporates ten individual policy statements and makes provision for residential expansion, transportation links and environmental considerations, among many other issues.
The next two decades promise to be a time of significant opportunity for many in Abu Dhabi’s business community – DFS included. As McKenna reflects, “the 2030 Abu Dhabi plan establishes Abu Dhabi as the gateway to the region, and over the next two decades Abu Dhabi is poised to be a hub for tourism in the Middle East. This provides very exciting opportunities for DFS, and we will obviously be watching progress closely and working with ADAC to evaluate any potential opportunities.”
For now, the delivery of the world class retail offer at Abu Dhabi International T3 is surely reason enough to celebrate.
Abu Dhabi International T3 Fact File
Opened: January 2009
Number of gates: 10
Passenger capacity: 5 million
Luxury boutiques include: Bally, Burberry, Bulgari, Cartier, Chloé, Coach, Dunhill, Fendi, Hermès, Hugo Boss, Jimmy Choo, Loewe, Mont Blanc, Polo Ralph Lauren, Rolex, Salvatore Ferragamo, Swarovoski, Tag Heuer, Tumi
Retail outlets include: Boots Pharmacy, Relay, Sharaf Consumer Technology, Pure Gold
Catering outlets include: Bill Bentley’s, Cinnabon, Dominos, Hippopotamus, McDonalds, Starbucks, Segafredo
For more information: www.abudhabiairport.ae, www.adac.com, www.dfsgalleria.com
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