June 28 2024  |  Retailers

Sense of place focus: ARI unveils rebranded Dublin and Cork airport stores

By Hibah Noor


Sporting a new look: Members of the Dublin Airport Duty Free Retail Team with Tom Byrne, Ray Hernan and Martin Carpenter ARI Ireland

ARI has introduced dynamic new rebranding for the travel retail stores at Dublin and Cork airports. Formerly ‘The Loop’, the stores are now known as Dublin Airport Duty Free and Cork Airport Duty Free.

In line with ARI’s “relentless focus on sense of place, this key priority for the business ensures a deep commitment to creating authentic, immersive experiences that reflect and celebrate the essence of each location”. ARI said the new brand identity in Dublin and Cork “elevates this to a whole new level taking inspiration from the heritage of both cities, colliding the cultural history, with the enriching dynamism of the modern era”.


The duty free shop at Dublin Airport takes on a bold new look

Tom Byrne, ARI Ireland Retail Director, said, “We are incredibly excited to reveal our new rebrand of our stores at Dublin and Cork Airport. We are the first and the last stops for travelers visiting this beautiful country and our goal is to inspire and engage our customers as they visit the duty free stores on their journey. We are uniquely placed to be the showcase of both cities; their old souls and young hearts, representing the heritage and culture, juxtaposed with the vibrancy and modernism of both cities. We want to bring to life the energy and dynamism of our locations, and we do this by reflecting a clear sense of place for each city, for both Dublin and Cork.”

The rebrand is a continuation of ARI’s commitment to its vision of being the world’s favorite airport retailer and partner of choice. In February 2023, ARI unveiled its new strategic brand framework, including a contemporary new brand identity and brand expression, ‘Joy on Your Way’, creating a further point of difference for the pioneering travel retailer. This week sees many celebrations across the ARI estate, marking the National Day of Joy on June 26.

Over 34 million passengers a year pass through both Dublin and Cork Airports, and since 2009 have visited The Loop for all their duty free shopping. The new refreshed branding is expected to bring a greater alignment of the retail experience with ARI’s enhanced customer value proposition.


The ARI rebranding has a strong sense of place focus

Ray Hernan, Chief Executive Officer, ARI, commented, “This new rebrand of our businesses in Dublin and Cork marks a significant enhancement of our offering, reflecting the heritage of our operations at ARI as pioneers, through a contemporary and modern lens. It builds on our unique heritage spanning over 75 years, showing how we are evolving our proposition for future success. It shows that we are serious about joy and what that means for our customers, and that isn’t just about a logo change; it is an ethos, an intention, an expression of who we are, and a fundamental commitment to elevating the overall customer proposition. Huge congratulations to the Ireland team on their dedication and commitment to delivering this transformative offering which will no doubt, excite and bring joy to our customers for years to come.”

The rebrand has been phasing in across the stores in Dublin and Cork, as well as appearing on the travel retailer’s social media channels and e-commerce website. The logos for both locations have been developed with each letter paying homage to the cities themselves:

Dublin:

  • D – historical Georgian doorways at Merrion Square
  • U – vibrant umbrella street installation at South Anne Street
  • B – Dublin’s famous literary heritage depicted by a stack of books
  • L – statues of Dublin city such as Daniel O’Connell or Molly Malone
  • I – the famous Spire of Dublin on O’Connell Street
  • N – modern architecture in the city such as at the Grand Canal

Cork:

  • C – River Lee running through Cork city
  • O – Cork’s iconic English Market, trading since 1788
  • R – The Rebel County – Cork’s moniker since the War of Independence
  • K – the Old Head Lighthouse of Kinsale.
REGION Europe
Copyright 2024 DutyFree Magazine. All rights reserved. Privacy Policy Sitemap