World of Fine Taste at Frankfurt Airport Terminal 1
Frankfurt Airport Retail (FAR), the joint venture between Gebr. Heinemann and Fraport, has relaunched its B-West duty free shop as World of Fine Taste. Covering an area of 580 square meters, the store offers an assortment of liquor, tobacco and confectionery products.
Among others, exclusive brands such as Hennessy, Rémy Martin, and Royal Salute can be found on display. The space complements its World of Beauty B-East store, which opened in June 2021. Both shops are located in Area B of Terminal 1.
As a result of their proximity to each other, the two stores have been separated by category to offer travelers a wider range of items. B-West stands out in a newly created unique distillery concept and, with its high-quality materials and digital elements, is the new attraction for passengers in the luxurious T1 B Non-Schengen marketplace.
The store features numerous highlights that immerse travelers in the corresponding brand and product worlds:
- In the Asian Spirits area, the Japanese plug-in system Cidori creates a Far-Eastern flair, generating a suitable setting for Asian spirits such as whiskeys from Yamazaki and Hibiki or for Chinese baiju.
- An aroma table that was developed in-house is a new experience for passengers. Aroma profiles of spirits and wines are presented individually and emotionally.
- One of the highlights is an extremely rare Riesling: there are only eight bottles of the Kloster Eberbach Steinberger Riesling from 1920 left in the world. One bottle will be offered exclusively at the World of Fine Taste. In addition to the quality of the wine, the bottle is sealed with a dynamically encrypted smartphone-enabled NFC tag, which provides the bottle with a unique ID.
- A reference to the region is established by a prominent presentation in the center of the store: many German and regional must-haves, such as Jägermeister or exclusive wines from the area around Frankfurt and high-quality spirits from the region can be found here.
- Travelers can discover their new favorite wine with a wine finder and compare it with other wines using interactive RFID technology.
- When furnishing the new World of Fine Taste, special attention was also paid to sustainability: for example, the furniture system in the store consists of flexible elements that can be used again and again for different purposes. This makes the store highly adaptable, while at the same time conserving resources.
“We are very proud of the result and of the great team effort behind the redesign," said Georg Fuhrmann and Richard Hoyer, Managing Directors at FAR. "The B-West and B-East experience worlds combine impressive brand staging, a strong sustainability concept, and the claim to offer travelers unforgettable experiences. Besides that, the elaborate shop concept impressively shows how strongly the travel retail sector is recovering after the pandemic. We firmly believe that people will continue to travel and that they will use their travel time to discover new products and brands.”
Florian Seidel, Chief Sales Officer at Gebr. Heinemann, added, “Today, we are very proud of what we have achieved together. The newly designed shops are a perfect stage for our spectacular assortment and will inspire the international passengers. It is the result of our aim to constantly develop our shopping landscape further.”
