What: Duty free operator Heinemann goes digital and smart with its new store format in Copenhagen.

Why it is important: Department stores need to pay attention to what’s happening in travel retail to remain on par with tourists’ expectations.

Gebr.Heinemann has launched a digital 'experience space' at its travel retail store in Copenhagen Airport. Themed 'fluid perspectives', this innovative space has interactive digital floors showcasing moving water and screens offering details about the significance of water in Denmark. Five brands are currently featured in this pilot phase, including Narciso Rodriguez and MessyWeekend, all highlighting their environmental connections. The brands will rotate frequently, aiming to provide regular travelers with a constantly evolving experience.

On a separate note, Heinemann is set to expand its 'all yours' retail and F&B concept at Nuremberg Airport, merging duty-free, dining, and convenience into one space, doubling the current commercial space to 13,000 square feet. The brand is planning further expansions to other European airports.

Duty Free operator Heinemann releases new airport store format