Design Airport commercial zones are becoming more integrated, more akin to a contemporary urban marketplace or streetscape modelled on the proven forms of mixed-use piazzas or traditional streets. Passengers cannot be expected to hunt for retail or refreshment - it must be placed where it will not be missed. Retail tenancies need to interact, take part in and invigorate the overall design environment of the passenger. A common retail theory is to pack stock wall to wall in the hope to increase sales. This unfortunately leads to blockages to the product on display and restricts circulation into the shop. With this in mind, the retail plan should accommodate appropriate levels of storage, in close proximity to the point of sale, and allocate sufficient circulation zones within the retail environment. This strategy reduces clutter, opens space and reduces the required retail floor areas.
Access to views can dramatically increase commercial activity especially on landside food and beverage and appropriately placed viewing decks. Outdoor spaces offer additional viewing platforms, as well as a refuge for smokers and transit passengers, and should be integrated with the retail experience. Changi Terminal 1 in Singapore has an open air cactus garden with an iconic bar and is a classic example of an external integrated retail space and tropical experience. It is unique, memorable and popular. Many terminals may in fact already have great assets that only require minor upgrading. Commercial teams must be sensitive to what the market expects and recognise that some of the ‘quirks’ may not follow the latest directions but add diversity and texture to an environment. More retail space is not necessarily better retail space.
Retail Design Optimising the Existing Architecture A retail layout that best suits the requirements of the commercial brief will often mis-align with the terminal architecture and reveal a number of volumetric challenges. Higher space is best suited to main thoroughfares and retail, while lower spaces suit more intimate seating and hospitality zones. The commercial solution for Hong Kong Airport’s East Hall retail remodelling necessitated a total revision of the high and low space ideology within the terminal in order to optimise the use of the existing spaces. High spaces were filled with design icons, which reinforced branding and advertising, and enhanced the wayfinding within the multilevel terminal. Natural light is desirable for circulation and dwell zones wherever possible, however retail is better served by artificial lighting and more often resents natural lighting. The lighting in airports often lacks the intensity and contrast needed to separate commercial areas from other activities. This reduces clarity and adds to passenger confusion. Increasing the lux levels at shop fronts to over 1,000 lux can ensure the retail offer stands out and contrasts with the adjacent environments. Views to the airfield are precious and are critical ‘dwell anchors’ as people are attracted to and love looking at the “theatre of aeroplanes”. Food and beverage tenants are well suited to these areas, and should be integrated as drawcards into the retail precinct.
Traditionally the shop front has been a device to keep the weather out, create protection from theft, and showcase the product inside the shop to an optimum level. Airport terminals are amongst the most secure environments in the world. Due to this increased security, some of the traditional barriers such as windows and doors may be manipulated or removed all together, especially in scenarios of 24 hour operations or multi concession ownership. There is an emerging trend for primary circulation paths to be integrated within retail concessions. This provides 100% footfall and increases passenger exposure to the retail offer. This is occurring worldwide especially in duty free environments where the passenger is immersed in a totally integrated retail space. These “walk through dutyfree” stores have proven a bonus in experiential terms and also revenue increases. Shop front materials must be durable and often of a design that allows individual retail expression. Tenancy fitout guides must clearly outline acceptable finishes and materials to ensure a level of quality that will withstand the rigours of the retail environment. Most modern terminals will coordinate both hard and soft floor finishes. Hard finishes, such as granite or reconstituted stone, are often best suited in high wear areas such as shopfronts, concourses and baggage areas (check in and baggage reclaim). These finishes are often of a reflective finish to provide higher light intensity in these areas.