Providing a sophisticated selection of the brand’s signature handbags, shoes and accessories, the Tory Burch boutique features a façade distinguished by a unique pattern crafted in ceramic tile and screens displaying seasonal campaign imagery
Motta Internacional’s Attenza Duty Free has opened a new Luxury Avenue in Terminal 2 at Tocumen International Airport in Panama City, Panama. The promenade offers the latest from luxury fashion and lifestyle brands and showcases a select number of elevated boutiques featuring accessories, leather goods, watches, jewelry, shoes and apparel: Tory Burch; Montblanc and TAG Heuer; TUMI and Longchamp Paris and Polo Ralph Lauren.
At the heart of the airport’s luxury transformation: a renewed focus on creating distinctive retail environments that reflect each brand’s rich heritage. This is often communicated through every element of the brand’s identity – the product, the store design, the sales force and more. As an example, the Tory Burch boutique exemplifies this approach with a façade distinguished by a unique parquet pattern crafted in ceramic tile and screens displaying seasonal campaign imagery.
According to the team, the Luxury Avenue represents a significant evolution in the region’s travel retail landscape, establishing a dedicated high-end shopping destination. This curated collection of brands caters to discerning international travelers seeking premium shopping experiences.
“Luxury has always been a priority in travel retail, and Tocumen Airport aimed to develop a dedicated luxury area for this category,” says Ignacio Lasa, Commercial Vice President, Motta Internacional. “The Motta Group participated in this effort, bidding for store space with some of the luxury brands we represent. We are proud to confirm that today, the main area designated exclusively for luxury is where our stores are located. However, we would like to highlight that the term ‘evolution’ can imply that one concept or offering was replaced by a more advanced one.”
Lasa notes in this case, Tocumen Airport still features a broad non-luxury offering, which is an excellent commercial strategy for the group’s growing base of international passengers who are not necessarily luxury shoppers. “The large expansion area provided an opportunity to create a distinct zone for this particular group of travelers who have always traveled – and will continue to do so,” he adds.
The Polo Ralph Lauren boutique in T2 offers a curated seasonal apparel collection, reinforcing the brand’s 50-year legacy of authentic, timeless style that resonates with international travelers
Brand resilience and retail competition
Post-opening, the expansion has worked well and Motta Group continues to partner with the airport and its brands to communicate this area in the best and most precise way possible. This includes strategic out-of-home placements across both terminals to ensure visibility of the new boutiques. Press initiatives and collaborations with both influencers and brand friends serve as a key component to Motta Group’s media and communication strategy. “We aim to reach the specific traveling target consumer offline and online considering their demographic and lifestyle,” says Lasa.
One markable tendency post-COVID-19 has been the resilience of luxury brands – many of which have not only recuperated quickly, but surpassed pre-pandemic figures. Lasa explains, “Tocumen Airport’s decision to dedicate a specific area in the new Terminal 2 for luxury brands not only reflects its understanding of this trend, but also the stability that these brands should bring to the airport since the category has proven resilience to changing economic situations.”
Speaking about how this expansion reflects a broader trend in airport commercial development, where operators are increasingly focused on developing premium retail environments that can compete with high-street shopping destinations, Lasa believes airports should tailor areas for premium retail environments in a way that meets the highest standards of the industry to compete with local malls.
“However, as an industry, we must not forget that a large proportion – the majority in fact – of travelers do not shop at duty free stores. This segment also represents a significant opportunity. Fortunately, these two strategies are not mutually exclusive,” he says. “The best approach to serving all passengers is to organize specific areas for different types of products – just like shopping malls do.”
The dual-concept boutique featuring TUMI and Longchamp Paris caters to travelers seeking premium luggage and accessories
