EUROPE: ISTANBUL NEW AIRPORT
will form the heart of the central terminal building. Spanger says it will occupy a
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750x150-metre space – the size of 15 football fields – and serve as the hub for all departure and transit passengers. The departure area’s central
processor will boast approximately 36,000sq m of shopping space, 18,000sq m of which will be dedicated to duty free, along with two Turkish bazaars.
Luxury at its heart In arrivals, passengers will encounter an 11,000sq m duty free area, with pier and transfer shops providing an additional 7,000sq m. “Luxury brands will be at the heart
of the customer experience, flanked right and left by two impressive main duty free shops,” explains Spanger. The philosophy of the retail
space is built around five different villages denoting the spirit of the Bosphorus (also known as the Strait of Istanbul), each with their own marketplace area. The Fashion Garden defines
an exclusive, premium, shopping atmosphere offering a spread of global brands spanning fashion and accessories tailored to an international audience of high- income individuals. Taking premium a step further,
the Luxury Hill retail village marks the centre of the Bosphorus Path, which Heinemann says sets a ‘new benchmark’ in international, luxury retail. Travellers to the space will
discover the latest fashion, jewellery, watches, leathergoods and lingerie. The Family Palace retail village
sophisticated environment” invites ‘cosmopolitan trend-setters’ to discover new garments and gain inspiration from up-and-coming designers and brands. Finally, the Style Beach blends
laid-back lifestyle fashion in a style- conscious environment. A dynamic assortment of
merchandise under a multi-brand roof changes constantly to provide an opportunity for new and up-coming brands to make their sartorial mark. The zone is aimed primarily at
young, lifestyle-conscious consumers between the ages of 15 to 45. “We designed diversified areas
and quiet bays that allow customers to browse specialty retail offerings or have a rest before further exploring our exciting Bosphorus Path,” comments Spanger.
Huge logistical effort Undoubtedly,
the project’s
execution will represent new logistical challenges for Heinemann and its partners to ensure they are optimising penetration and conversion opportunities. “Istanbul New Airport is
directly addresses a core challenge within airports: providing a fun place for children matched with an eclectic variety of gadgets, toys, children’s wear, textiles and giftware. “We do not only entertain minors,
but also give adults the chance to purchase gifts for a visit or for the loved ones at home,” says Spanger. In a nod to the contemporary,
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continuing to grow behind the scenes,” says Spanger. “Gebr. Heinemann is working on the large- scale project with an extensive team of specialists in architecture, retail, logistics, business development, marketing, HR, IT and process management. Intensive workshops are held on site every two weeks. “Logistics operators from Gebr.
Heinemann together with the experts from Unifree Duty Free
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the Icon Bay village presents new concept fashion from prestige and progressive luxury brands plus an assortment of exclusive products. An “equally creative and
OCTOBER 2018 Five distinct retail villages will feature at Istanbul New Airport. TRBUSINESS 79
Raoul Spanger, Gebr. Heinemann
in Turkey are going to establish approximately 15,000 square meters of storage space inside the airport complex. “In addition to the world-class
duty free range under its own management, Unifree is responsible for centre and lease management and for interacting with the F&B company for Istanbul New Airport.” Supporting the physical retail
presence will be a digital inventory that seamlessly integrates with the shopping space – something Heinemann is working hard to establish with operator IGA. “We are planning to develop a
common web portal for the IGA Marketplace offering core duty free categories and a wide range of international and Turkish luxury and premium retail brands. “But before we become digital
we have to establish a highly attractive Bosphorus [area] with more than 100 retail shops and marketplaces to attract thousands of passengers per day.” «
“Gebr. Heinemann is working on the large- scale project with an extensive team of specialists in architecture, retail, logistics, business development, marketing, HR, IT and process management.”
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