▲ Guangzhou 2nd International Airport Duty Free Shop in Guangzhou City, China. (Photo=Jung-Bae Kim)     © World Lighting News.

 

 

 

· Reference cases and photos : Duty Free-Shops at Guangzhou International Airport

Terminal 2 in China.

·Written & Photos by : Jung-Bae Kim. Publisher & Editor. Lighting Critic.

 

In the meantime, we heard that the duty-free business at the airport is called the 'goose

that lays golden eggs'. This is because it is known that high-end luxury goods can be sold at tax-exempt prices at airports where numerous travelers are gathered, and profitability is high.

However, due to the ‘Corona 19’ pandemic, which suddenly began at the end of last year, airport duty-free shops in various countries are having a difficult time.

The direct reason why the airport's duty-free shops faced this situation was that

governments in each country first closed the airport as soon as 'Corona 19' occurred. This was to prevent foreign travelers infected with 'Corona 19' from entering their country.

Currently, airport duty-free shops in each country suffer from double triples, with no sales due to airport closures and expensive duty-free shop rents. The most obvious way for

these airport duty-free shops to escape from the current difficulties is to end 'Corona 19'.

But will the worry of airport duty-free shops around the world disappear once the 'Corona 19' ends? Unfortunately, the prospect is not very bright. Officials from the world's travel

and aviation industry expect that even if the 'Corona 19' ends, it will take at least two or

three years for the world's travel or aviation industry to find its place.

Therefore, after 'Corona 19' airport duty-free shops are expected to face fierce

competition to catch the reduced number of travelers.

 

◆ Competitive Points at Airport Duty-Free Shops

So, how should airport duty-free shops deal with the competition to attract customers?
The most important thing in this regard is to make the appearance of the duty-free shop

stand out for travelers using the airport, and visually highlight the products displayed

inside the shop windows and shops to make travelers enter the duty-free shop.

This is because it is possible for customers to look into and display products on display

once they have a desire to go inside the store. Creating a visual environment like this

requires some careful preparation.

 

There are four things to make the store's appearance stand out, to show interest in the

product using the show window, to design the interior of the store nicely, and to make the displayed products stand out well. These four factors can be said to be the competition points of airport duty-free shops.

 

◆ Exterior design of Duty-free shops in Airport

The latest example of the relatively successful completion of the four competitive points

of the airport duty-free shop is the duty-free shop in Guangzhou Baiyun International

Airport Terminal 2, China, opened in April 2018.

Guangzhou Baiyun International Airport, which serves as the gateway to Guangzhou, the

capital of Guangdong Province in China, is considered one of China's three largest

international airports, along with Beijing Airport and Shanghai Airport.

Guangzhou Baiyun International Airport, which opened for the first time in the summer of 1933, decided to build a new airport when demand for flights increased rapidly. Accordingly, Guangzhou Baiyun New Airport was opened in August 2004. However, it was difficult to cope with the ever-increasing number of travelers, so terminal 2 was completed in

April 2018.

One of the characteristics of Guangzhou Baiyun International Airport Terminal 2 is that

there are a lot of shops in the check-in area. In addition, there are duty-free shops of

world famous brands and China's leading brands in the duty-free and post-security zones where travelers enter after completing departure procedures.

It would be nice to say that these duty-free shops show the latest trends in duty-free

shops worldwide as well as the most recently completed international airport passenger

terminal.

One common thing among airport duty-free shops is that they designed the store to

match the architecture of Terminal 2, whose exterior is marbled. It is very rare that the

duty-free shops in the airport are designed to fit the building without designing the front part in different ways.

Due to the limitations of the store facade, duty-free shops here have different shapes to

design the front side of the store, but instead of designing a black marble along the

exterior of the store, they emphasize the existence of the store.

Instead, the store's signs were particularly emphasized. In particular, various colors are

applied to the signboard to catch the eyes of travelers passing in front of the store.

 

◆ Interior design of Duty-free shop in Airport

The task remaining after arranging the exterior and signage of the duty-free shop is to

direct the interior of the store to be visible from the outside. There are two ways to make

the inside of the store look like this.

The first is interior design. There are several important points in the interior design of an

airport duty-free shop. One of them is the fact that the identity of the duty-free shop

must be revealed.

The identity of the duty-free shop is mainly expressed by using the corporate logo design and logo color. However, it is not possible to complete the entire interior of a duty-free

shop only by logo design or logo color. For this reason, the interior is completed through

the texture and color of the material that closes the three sides of the space such as the

ceiling, walls, and floor, and furniture such as a showcase.

The finished interior design of the duty-free shop is combined with a logo design or logo

color to show the identity of the shop. Therefore, the brand image, brand identity, and

the overall atmosphere of the store are in good harmony with each other, “Oh! What a

wonderful shop! ” The most impressive duty-free interior design can be said.

From this point of view, it can be said that the duty-free shops in Guangzhou Baiyun

International Airport Terminal 2 are relatively successful in achieving this goal.

Particularly noteworthy is that abundant sunlight is entering the duty-free shop area. This means that the level of illumination inside the duty-free shop is relatively high compared

to other airports that rely only on artificial lighting.

Nevertheless, the interior of the duty-free shop looked out from the outside looked very

bright and clear. This is to show that the interior of the duty-free shop is brighter than the aisle side.

 

◆ Lighting  design of Duty-free shop in Airport

 

Airport duty-free shops, like department stores, are often designed based on one of two

concepts. The first concept is the 'closed concept'. The 'closed concept' is to block all the department store walls so that sunlight cannot enter the room.

Blocking the walls of department stores and not opening windows is intended to induce

customers in the room to engage in shopping without realizing that time passes.

The second concept is the 'open concept'. The 'open concept' is a method in which a part of the wall is blown out to create a window, or the roof of a department store is designed with a skylight to allow sunlight to flow into the room abundantly. Many recently opened department stores and shopping malls have applied this 'open concept'.

Guangzhou Baiyun International Airport Passenger Terminal 2 is designed with a structure close to the “open concept”. So, the sunlight comes in abundantly in the room.

As reflecte-d in this, the duty-free shops here are designed with a much higher level of

illumination than the aisles. This may be the reason why the interior of the duty-free shop looks bright in the passage.

As a result, the interior of the duty-free shop designed with high illuminance shows the

“frame effect” as if looking at a single picture. Meanwhile, the color temperature and color rendering of the light source are important factors to be considered in relation to the

lighting design of an airport duty-free shop.

 

In many cases, airport duty-free shops have designed interior lighting with a color

temperature of 2700 to 3000K. The color temperature in this range is known as the color

temperature favored by the world's top hotels. It is said that it is a color temperature that feels so comfortable and elegant.

Color rendering is an indispensable review in order to make the product, the main

character of the duty-free shop, stand out. It is known that the higher the color rendering property, the better.

 

Among the recently appeared LED downlights or spotlights for shops, there were many

products with color rendering properties ranging from 97 to 98 Ra. Using such high color rendering lighting fixtures, it is possible to show the texture and color of products

displayed in duty-free shops more vividly.

The airport duty-free shop should take the role of catching the eye with the design of the exterior, the design of the window, interior design of the store, and lighting design of the store, showing the brand identity, and making the product stand out. From this point of

view, I think that the duty-free shops in Guangzhou Baiyun International Airport Terminal 2 are not overkill for successful cases.

 

 

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