detail required is more pronounced in an airport or railway retail shop. So much of the fit‐out costs in a terminal are all to do with security, as one can imagine. It is both “top show and britches” here. A higher spec of building materials are required ‐ flame resistance, shatterproof in case of explosion ‐ all have to be met. Security during construction is also an issue. Heathrow Terminal 5 had all its hidden spaces inspected before being sealed up. This all adds to the cost of terminal retailing.
There is also one large difference in the retailing modus operandi between the high street and passenger terminals, and that is one of time. The terminal, especially in an airport, will have a captive consumer audience for at least two hours and maybe as much as six. The passenger is there to travel and is in a “lock‐in” situation. Would that not be fantastic for a large store on the high street? There is also a design element for terminals that the high street shop cannot have, and that is a totally open shopfront, making it easier for the shopper to browse and shop. Even St Pancras retail units are basically glass boxes. People are inquisitive ‐ they like to look in! High street retailers compound this problem by covering up the display or merchandise by the use of gaudy signs ‐ there must be a better way.
One last word on the subject goes to Redington; “It is well worth remembering that brands would not be in passenger terminals unless they were already successful on the high street!”
Written by Steve Thomas‐Emberson
Contact
The Design Solution T: +44 (0) 207 9085200
www.thedesignsolution.co.uk St Pancras images
Image credit: Chapman Taylor
www.a1retailmagazine.com 47
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The brands you see on the high street look so much different in a terminal setting, as the retail outlets tend to have more of a showcase environment ‐ light bright and clean ‐ David Redington of The Design Solution
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