ARI’s Adrian Bradshaw talks tradition & technology in Abu Dhabi
ARI's “Essence of Arabia” fragrance section offers a multisensory experience with interactive displays, allowing customers to explore scents in an innovative way
The travel retail landscape at Abu Dhabi’s Zayed International Airport has been transformed with the opening of ARI’s new flagship store in November 2023. This expansive retail space, spanning 2,608 square meters, represents a significant milestone in the airport’s strategy to enhance passenger experiences and solidify its position as a leading international hub.
“Overall, the store has exceeded expectations, aligning well with the airport’s strategy to enhance passenger experiences and boost its status as a leading international hub,” says Adrian Bradshaw, General Manager of Travel Retail Sales and Services (TRSS), reflecting on the store’s performance since its launch.
This success is bolstered by a substantial increase in passenger traffic through Terminal A. In the first half of 2024, the terminal welcomed 13.9 million passengers, marking a 33.5% year-on-year increase. This surge in foot traffic has significantly contributed to the strong performance, creating a bustling retail environment that caters to a diverse international clientele.
Adrian Bradshaw, General Manager of Travel Retail Sales and Services (TRSS)
Emirati heritage
A standout feature of the new store is its commitment to creating a unique sense of place. The design philosophy seamlessly blends traditional Emirati elements with contemporary luxury, offering passengers an immersive cultural experience. Stunning art installations and sculptures are strategically placed throughout the space, while carefully chosen colors and motifs evoke the essence of the Emirati landscape and heritage.
“We’ve managed to showcase the fusion of traditional and modern elements that define Abu Dhabi, where heritage meets luxury,” says Bradshaw. “The design embodies the rich local culture, integrating elements of Emirati architecture and art with stunning art installations and sculptures."
Cutting-edge innovation
Innovation and technology play a crucial role in enhancing the customer experience at the new ARI store. The retailer has incorporated cutting-edge digital platforms and interactive displays to create a more engaging and personalized shopping journey. These technological integrations are particularly evident in key product categories.
The fragrance section, aptly named “Essence of Arabia,” offers a multisensory exploration of scents through interactive displays. This innovative approach allows customers to engage with fragrances in a novel way, moving beyond traditional sampling methods. In the sunglasses section, a digital “magic mirror” utilizes augmented reality technology to help customers find the perfect pair for their face shape, merging practicality with a touch of high-tech entertainment.
The sunglasses section features an innovative digital 'magic mirror' that uses augmented reality to assist customers in finding the perfect pair for their face shape
Committed to flexibility
Notwithstanding the store’s initial success, ARI remains committed to continuous improvement and adaptation. The diverse passenger profile at Zayed International Airport presents both opportunities and challenges. “The passenger profile is quite broad and diverse, so we are constantly evolving and adjusting our offering to make sure we have the best range to meet passenger needs,” adds Bradshaw.
This commitment to flexibility extends to ARI’s product offerings. The beauty category, featuring over 100 brands, has emerged as a top performer. The selection includes a mix of niche fragrances and high-demand brands, many of which are exclusive to the region. This carefully curated range reflects ARI’s strategy to provide a diverse and unique shopping experience that caters to the varied preferences of international travelers.
ESG standards
Sustainability is another key focus area for ARI, reflecting the growing global emphasis on environmental responsibility in the retail sector. The store’s design and operations adhere to ARI’s ESG standards and practices, as well as local Estidama regulations, which focus on sustainable building and operational practices. This commitment to sustainability extends to product selection and packaging, with ARI actively working with brand partners to promote more environmentally friendly options.
Looking to the future, ARI’s plans for growth are closely aligned with the airport’s expansion strategies. The retailer is poised to capitalize on emerging opportunities, leveraging its prime retail space to maximize passenger engagement and sales. This forward-thinking approach is guided by ARI’s comprehensive Customer Value Proposition, which Bradshaw describes as encompassing “exceptional range and value, a bespoke sense of place, a hyperconnected experience, great retail theater, convenience, sustainable solutions, unrivalled customer service, and a safe shopping environment.”
The success of ARI’s new store at Zayed International Airport is underpinned by strategic partnerships, particularly through TRSS, a joint venture between ARI Middle East and local partners. This collaboration has been instrumental in developing bespoke retail concepts and securing exclusive product ranges for the region.
“From a business partnership point of view, it’s about collaboration, innovation and flexibility as we work towards business success,” says Bradshaw.
