Schiphol Airport Retail, a joint venture between Gebr Heinemann and Royal Schiphol Group, has unveiled its new-look Exquisite Shop at Amsterdam Airport Schiphol, Netherlands.
The ambitious design of the 136m² (1,460ft²) retail area is intended to boost the Exquisite Shop as a unique destination for the finest wine, spirits and cigars, taking the connoisseur’s travel and shopping experience at Schiphol to the next level.
The new shop preserves a sense of the original classic design, but instead of an all-black wood interior and heavy leather armchairs, it now presents a more modern interpretation of the classic aesthetic. A palette of neutral and earthen tones creates a warm and welcoming atmosphere, while copper and brass design elements build a contrast and set eye-catching accents. With new furniture, signage and an open façade, the Exquisite Shop boasts a much lighter urban design, intended to appeal to a younger target group.
Simon Asmus, managing director at Schiphol Airport Retail, said, “The wine and spirits category is attracting more and more young customers that 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 are 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 to Exquisite, Finest Wine, Spirits & Cigars. Besides its completely fresh design concept, the new Exquisite Shop offers a special attraction: the aroma table. It is made of marble and brass and features five trumpet-like devices that, with the squeeze of a rubber bulb, release the delicious aroma of a core taste of the wine or spirit it promotes.
“The aroma table aims at changing customers’ perception of a product by highlighting their unique flavors rather than arranging them by specific category or brand,” added Asmus. “It allows us to engage in a completely different way with our customers and let them discover their preferences in a new, much more emotional way.