Guest editorial: How The Design Solution brought beauty and efficiency to Abu Dhabi International Airport Terminal A by Martin Moodie | 7 December 2023July 17, 2024 | martin@moodiedavittreport.comShare: A wonder of the airport worldThis article forms part of a series on Abu Dhabi International Airport’s magnificent new Terminal A, which began operations on 1 November.The Moodie Davitt Report Founder & Chairman Martin Moodie visited the terminal in late November both on a guided basis and separately as an unencumbered passenger.His interviews with key stakeholders, including Abu Dhabi Airports leadership and management, concessionaires and designers, will be published over coming days and weeks.These will culminate in an exclusive eZine post the 9 February 2024 official inauguration, designed to capture the enthralling narrative of this extraordinary project.Prologue: Abu Dhabi Airports Company’s (ADAC, now Abu Dhabi Airports) 2014 RFP for the retail operations at its planned new Abu Dhabi International Airport terminal was widely perceived as not simply an invitation to tender but as a challenge to revolutionise the travel retail industry. Nearly a decade on, that vision has been delivered and the opening of Terminal A marks a pivotal moment in the evolution of both the airport passenger experience and the travel retail experience. Those ‘sensational experiences’ are actually happening. “We are building a spectacular terminal; we are determined it will deliver sensational experiences” – Abu Dhabi Airports Company, April 2014 The Design Solution (TDS), UK-based specialists in airport commercial planning and retail design, played a significant dual role in the terminal’s development (remarkably, spanning 16 years), providing expertise in commercial planning across the whole terminal and then in the design of the retail spaces for Aer Rianta International (ARI) in three categories: perfumes & cosmetics, jewellery, and sunglasses. In this compelling guest editorial, TDS executives present a fascinating case study on the vision, planning and ultimate execution that went into playing an integral role in the creation of a wonder of the airport world.A project like no other: (Left to right) The Design Solution Managing Director Robbie Gill, Design Director Kevin Patience and Director Nick TaylorPART 1 – PLANNING THE SPACE AND FLOWAbu Dhabi International Airport offers wondrous architecture, majestic sight lines and a vast commercial emporiumRobbie Gill: “Abu Dhabi Airports created an immensely rare opportunity for us to create a unique solution, integrating the commercial offering within the very fabric, spirit and experience of the whole terminal space”The key planning challengesThe planning and design process covered a total space of more than 700,000sq m of terminal space, including over 26,000sq m of retail space.The project scale is almost unprecedented in the travel retail world but the audacity of ADAC’s vision also challenged the industry to think differently and work in new ways, according to TDS Managing Director Robbie Gill.“We worked very closely with ADAC and the terminal’s brilliant architects – Kohn Pedersen Fox (KPF) – and the latter’s stunning architecture set a challenge for us to build a collection of commercial additions inside the whole envelope that could help to deliver an even more dynamic multi-paced space but remain in complete harmony with the architecture.“This included the main duty free store, four soaring icon stores, a series of retail pods (including four luxury pods) strategically positioned across the space, and four category-focused arcades.“The scale and ambition of ADAC’s project demanded a long timeline, which began for TDS long before the RFP process, with our appointment in 2007 as the retail planners.“Between 2013 and 2015 we progressed these plans into the initial design concept and then worked for ADAC developing the design on the interior architecture and planning in the IDL and Arrivals. In 2014, our role in the terminal’s development further expanded into retail design for ARI.History in the making: A design planning image of conceived layout across the space“The vast scale of the terminal was challenging, particularly with the central space able to fit a football pitch between the columns.“The solution was to create ‘lily pads’ of commercial ‘pods’ to entice passengers to explore across this vast space. With the terminal’s notably high percentage of transfer traffic – at that point over 70% – there was a difficult challenge to create the right balance between the creation of a walk-through duty free/P&C core for passengers departing from Abu Dhabi and delivering transfer passengers to the ‘front door’ of the shop.“Although other options were explored, the number of gates and four piers led to a four-exit solution.“The form of the space within the envelope of the building resulted in areas of relatively deep space which would be unsuitable for in-line shops but would require the area to be used to meet the optimum area target.“The additional pressure was to create a collection of smaller units to suit categories, such as watches & jewellery, where the brands needed frontage but not large amounts of floorspace.“The solution was a series of arcades that target four customer segments with each expressing its own unique design character through locally-inspired themes.Watches & Jewellery (735sq m)Fashion Accessories (1,060sq m)Mid-market Fashion (820sq m)Family & Children (300sq m)“We also created a series of concepts for Arrivals, including the duty free store and a series of ‘pods’ in Arrivals for specialist stores. Our retail designs for ARI’s successful RFP bid included the main Abu Dhabi duty free P&C store and new category concepts in jewellery and sunglasses.“It was important to thread a Middle Eastern focus into every aspect of the project. This is most clearly apparent in the designs at the opposite end of the international departures lounge from the duty free shop. But at an early stage we had identified this area as the primary regional focus with a mix that would support a design opportunity to reinforce this mood.New space, new designs“For the TDS design team, inserting their design vision within the distinctly strong design personality of the KPF-designed terminal building, required a radical new expression of the airport experience, re-defining it for the next decade.”Outlining the project’s pioneering design opportunity, Gill observes: “ADAC created an immensely rare opportunity for us to create a unique solution, integrating the commercial offering within the very fabric, spirit and experience of the whole terminal space.Retail and food & beverage are harmoniously embedded within the terminal space“We have been fortunate to have worked on several new terminals, from terminals in Mumbai, Dublin and Heathrow to others as diverse as Bristol and Xi’an.“Having worked on over 150 airports, the creation of a completely new space sets a very different challenge to working on existing terminals.“Integrating rather than adding retail elements into an existing space opens up the opportunity to create a far more powerful expression of the retail offer and the categories and brands while delivering a uniquely cohesive and coherent experience for the passenger.“As with all of our projects, even when appointed by an airport, our focus is to deliver the best possible opportunity to any incoming tenant. In Abu Dhabi, we worked hard to create the best possible space which, fortunately, we were able to exploit through our work with ARI.“Our dual role in planning the commercial spaces and designing the ARI retail experiences within that space gave us unique advantages in how we holistically understood, visualised and detailed the passenger experience across every step of their journey through the terminal space.Creating easy navigation of the vast space was a key element of the design. The icon stores serve as guides.“We began by establishing the path of the shopper journey, including the positioning and design of the structures that would act as the shell that encloses the main duty free space.“In the retail zone, the four icon stores rise into the generous space above them and act as major focal points to both balance and navigate the space. This prevents the incredible soaring height of the terminal from making the space feel unbalanced.“When walking through the commercial landscape, the layout and the variety of journey paths available to the shopper aim to create a feeling of an urban streetscape, with changing glimpses of the icon stores opening up between the retail pods as passengers explore the space.“ADAC’s vision demanded a mindset shift in outlook from ‘shopping’ to ‘retail adventures’. From a spirit of hospitality and warm welcome to unique adventures and discoveries across the categories, the design also had to share a full expression of ADAC values within a unique, multi-sensory experience.“The result of that vision is that the Terminal A experience is about much more than a shopper experience; it is an experience that is specifically designed to shape and influence the traveller’s whole perception of Abu Dhabi and the UAE.”Kevin Patience: “Each story is linked to the next by a physical element or connective trail”PART 2: TDS and ARI – THE RETAIL VISIONAbu Dhabi Terminal A – The retail adventureAs ADAC reveals further layers of the spectacular experience created at Abu Dhabi International Airport’s Terminal A, The Design Solution has detailed its design perspective across the commercial spaces and its partnership with ARI in joint collaboration with local partners – operating as Travel Retail Sales and Services (TRSS) – in designing the category experiences in jewellery, skincare, P&C and sunglasses.TRSS CEO Adrian Bradshaw emphasises the importance of the project. “Seeing this project come to life has been a remarkable experience,” he says. “We’ve poured our passion and commitment into creating these world-class stores, and it’s incredibly rewarding to see passengers enjoying them over the last few weeks.“This venture is more than just a business achievement; it reflects our dedication to excellence and our commitment to providing an exceptional shopping experience in travel retail. The positive feedback we’re receiving from our customers is a positive affirmation of our efforts and vision.”TDS Design Director Kevin Patience shares the design story behind the creation of the most spectacular travel retail environment that the industry has ever seen.“The stunning experience we can see today in Terminal A is founded on that opening line from ADAC’s RFP, issued back in 2014 – ‘We are building a spectacular terminal; we are determined it will deliver sensational experiences.’ This image captures the flowing entrance to Abu Dhabi Duty Free from one of the two transit passenger routes“Throughout the project’s history, ADAC has consistently maintained an incredibly positive and innovative approach and a determination to create a truly extraordinary experience.“In particular, as a retail designer, one of the key factors in making our designs fully effective was the airport’s willingness to commit space for the categories and brands to perform in.“Our core design strategy was to create stories within each category, adding multi-sensory elements, hospitality and ‘retail theatre’ to engage with and excite passengers with spectacular and memorable experiences.“Of course, each category and store transmits its own unique experience and personality but we also ensured it works as a cohesive ‘whole space’ experience too.The art of mashrabiya forms an integral and beautiful detail of the P&C canopy“As such, each story is linked to the next by a physical element or connective trail – such as the contemporary mashrabiya-style patterned canopies which are adopted across the whole space to form our ceiling ‘veils’ which signal the flow from one sub-category to another.“Having worked with ADAC to create the commercial layout and interior architecture for the IDL as well as the RFP for retailers, our understanding of the spaces, the opportunity, and most importantly, ADAC’s vision for Terminal A was all-encompassing.“So, when we partnered with ARI to design the P&C offer and the concept islands for Jewellery and Sunglasses, there was a real sense of excitement in our London studio.“Excitement was mixed with a sense of absolute responsibility that this is a once-in-a-lifetime opportunity to create something that truly breaks the mould of traditional shop design.“As we look back seven years at the concept visuals and now see the images of the finished ARI stores, it’s hugely satisfying to see the confidence of ARI and TRSS in our designs.Before and after: The images above and below show how true the final execution was to the earlier conceptions“The approach we decided upon early in the design process with ARI was that, not only the designs but also the way in which we presented the designs needed to go far beyond ADAC’s expectations.Nick Taylor: “Abu Dhabi Airports and ARI wanted to share beauty as well as efficiency across the whole experience, and The Design Solution shared that passion” “Perhaps one of the most poignant aspects of this was that we wanted to show that the environments we were creating and the stories we were telling engage positively with passengers’ and connect with their emotions.“The breadth of our role in both commercial planning and retail design enabled us to integrate design into the DNA of the whole space, creating a truly spectacular ‘whole space’ that is unlike anything ever seen at an airport.“However, the stunning vistas across the terminal are not the whole story. Within this picture, we can also zoom in on the details that enable each of the product categories to shine – and we can then zoom in even further to demonstrate how the individual brands achieve standout and celebrate their spaces.“This attention to detail empowers each category area and each brand presence to inject their own unique and powerful contribution to the canvas, resulting in a spectacular terminal that hosts sensational experiences.”PART 3 – A GUIDED JOURNEY THROUGH THE RETAIL SPACE A TDS retail design journey through Terminal AThe Design Solution Director Nick Taylor shares a guided pictorial journey through the retail experience at Terminal A.“Travellers entering the retail space will have already experienced the extraordinary visual impact of the terminal building, so it was critical to create powerful first impressions when they make their first steps into the main duty free store,” he explains.Chanel co-anchors the entrance space for point to point passengers in typically elegant style“ARI works very hard to understand the optimal layout of their stores to ensure the best customer experience and brand positioning and so sited two stunning flagship boutiques – presented by Chanel and Dior – as the twin ambassadors that welcome guests into the P&C area. From here the guest can then discover a series of worlds across the category.Flight of the falcon: The swirling P&C canopy lends a combination of beauty and serenity to the environmentScents of place: The multi-sensory Oud experience evokes the emirate and the region“The form and flowing lines of the rippling enclosure that floats above the entrances to the main P&C store are inspired by the region’s love of falconry – evoking the bird’s wing shape and the flow of air as it flies.”“Stepping further into P&C, alongside the footfall appeal of those global icon brands, we present an authentic multi-sensory expression of Abu Dhabi and the region through an Arabic fragrance space, centred on an Oud experience. For locals and visitors alike, the scent of oud is one of the most recognisable expressions of the UAE and is also a vital sales opportunity.“This semi-enclosed space shares a quieter experience but also has the colourful drama of a digital installation representing an Arabic incense burner, with diffusers sending a subtle flow of aromas across the space.“The interior design conveys a mood reminiscent of a private lounge, a welcoming and comfortable place to engage with an in-depth visit to the world of oud.“Adaptations of the region’s classic mashrabiya patterns are a decorative device we adopt frequently in both the ceiling ‘veils’ and the flooring, using a series of locally-inspired patterns in each location to inject differentiation but always maintaining a cohesive visual relationship across the whole retail space.”This shot underlines the way brands have been given room to breathe in-store, complementing the easy accessibility throughout the terminal“In creating such strong ‘personalities’ for each category space, we needed to ensure that the presence of individual brands would not be overwhelmed – they are, after all, the real stars of the show!“The creative in-store brand spaces are supported by transparent canopies suspended above the units to give demarcation to each brand, enabling it to breathe, express itself and achieve individual stand-out.World of Colour: Dazzling digital and an overhanging ‘canopy of light’ evoke Emirati art“Within ARI’s cosmetics space, the design emphasis is on presenting a World of Colour and is inspired by Emirati art. The colour emphasis includes a dramatic digital backdrop that shares stunningly vibrant visuals.“Above is a magical ‘canopy of light’ that shares an ever-changing light show – this is a very powerful visual signal to draw footfall and is absolutely mesmerising to watch.A nice touch here as make-up brand Charlotte Tilbury, the eponymous label of the British makeup artist, declares its presence in ‘Tilbury Terminal’ via the engaging ribbon digital display“We adopted the design theme of a flowing ‘ribbon’ at several points across the retail areas (echoing the flowing curves of the building’s structural supports) and, as well as its decorative effect, we’ve used it to house store lighting and digital content too.“In P&C, for example, we’ve integrated digital in a more naturally integrated and flowing way that moves away from the rigidity of more traditional digital display formats, such as rectangular wall screens.”The digital experience“As the most modern terminal in the world, Terminal A obviously has a leading-edge emphasis on digital engagement.“Within retail, the most instantly visible examples are the incredible displays housed in the frontage of the four huge, curving icon stores (350-400sq m), making dramatic use of the full three-storey height as digital screens – these are already among the most popular ‘Insta moments’ among shoppers.The finished Airya icon pod shows how closely the concept design structure (left) has been adopted, says Nick TaylorSunglasses – a spectrum of colourOut of the shade(s) and into the limelight: A key category gets the atttention it deserves“Positioned in the high-footfall open area in front of the escalators, our design of ARI’s Sunglasses boutique (Spectrum) is a further playful use of the themes of light and colour that we use throughout the retail areas, this time inspired by the spectrum of colour and mood of refracted light.“The highly polished stainless steel frame supports a parade of tempered glass blades of colour that reflect a shimmering rainbow of colours.Jewellery – art and retail combinedGlittering success: Another concept is triumphantly realisedThe famed Austrian crystal brand sparkles more than ever amid the magnificent surrounds {Photo: Martin Moodie}“Across the commercial area, the interior shell of the terminal building perhaps the most instant attention-grabbing sight is probably the huge metallic-sheen-coated arches reaching down, arcing and flowing across the space.Icon stores such as Airya offer a ‘star map’ guide to passenger wayfinding“These are actually the building’s main structural supports and you can see how we’ve complemented it by adopting a similarly flowing ‘ribbon’ motif in several retail areas (such as P&C), thereby strengthening the blending of the category spaces with the main structure.“The jewellery area is already one of my favourites. The store is beautifully finished and works incredibly well in the stunning yet highly visible display of the product range – but the icing on the cake is the simply sensational flow of interwoven ‘ribbons’ above the jewellery experience and the seamless way it wraps around the store.“The TDS team is especially proud to see how our original sketches transformed into this.The luxury focus“Throughout the retail design you can see flowing, curving lines used in the shape of the stores, most notably in the icon stores and the luxury pods. These flowing lines echo the structural arches of the terminal building but are also designed to evoke the ever-changing flow of desert dunes, shaped by the desert winds.“The four distinctive icon stores act as navigation points, helping the shopper to orientate themselves in the space. We also added a playful reference to this navigation theme in the decorative patterns on the sides of the icon store structures, suggestive of maps of the stars used to navigate through the desert.Hermès appears in a beguiling luxury pod format“The shaping and detailing of some of the four luxury boutique ‘pods’ presents another a simple but effective representation of the shifting contours of the region’s desert dunes.The arcades – reaching across the profiles“Completing the Departures’ retail space are four arcades targeted at key passenger profiles (watches & jewellery, fashion accessories, mid-market fashion and family & children).The watches & jewellery mall resonates with Sense of Place“Here, the flowing design emphasises colours that reflect the shifting tones of the desert, such as the suggestion of the desert darkness in moonlight in the gold and black of the Fashion Arcade and the shimmering silver of the desert at sunrise, used in the Watches & Jewellery arcade.”In conclusion… “Across the terminal, I’m delighted by how closely the finished experience reflects our design concepts and, as a designer, I think the retail experience blends uniquely well with the architecture and design of the terminal building.“Best of all, it is absolutely beautiful to experience. That’s a key factor that has been central throughout the Terminal A retail experience, right from the issuance of ADAC’s RFP over a decade ago and ARI’s response.“ADAC and ARI wanted to share beauty as well as efficiency across the whole experience, and TDS shared that passion. We’ll let the shopper decide, but I think our partnership has delivered exactly that.” ✈About The Design SolutionThe Design Solution is a London based retail architecture and design practice with a strong specialism in the $80bn travel retail industry. The practice has over 35 years’ experience in developing world-class retail solutions for airports, rail, motorways and other retail destinations all over the world together with compelling merchandising and experiential designs for brands. The Design Solution media enquiries: tds@kavanaghcommunications.com
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