Enhancing customer experience: Dubai Duty Free reveals refurbished Arrivals stores
Dubai Duty Free's Terminal 1 Arrivals introduces a fresh layout and engaging product details
As part of its commitment to offering customers a world-class shopping experience, Dubai Duty Free has unveiled redesigned and refurbished Arrivals shops across Terminals 1, 2, and 3 at Dubai International Airport (DXB).
The T3 project will reach final completion in May 2025.
Building on the success of the design concept carried out in Terminal 3 Arrivals shop 4 in 2020, Dubai Duty Free extended the retail concept to its other Arrivals shops, introducing fresh layouts, cutting-edge digital displays, and engaging product features. The multi-million renovation project began in April 2024 and covered over 2,171 square meters or 60% of Dubai Duty Free’s Arrivals retail space at DXB.
Commenting on the redesign in Arrivals, Dubai Duty Free Managing Director, Ramesh Cidambi said, “The renovation of our Arrivals shops marks a significant investment. Sales at Arrivals are important to us, and it is necessary that we upscale these retail areas and provide an exceptional experience for inbound passengers.”
The store design offers improved product visibility in promotional areas
The newly designed Arrivals shop in Terminal 1 spans 586 square meters. The first phase of the refurbishment was completed in October 2024, with the final phase completed in February 2025. This updated retail space offers modern fixtures, enhanced digital media displays, and features like the ‘Malt of the Month’ with improved visibility of promotional areas, ensuring a smooth and engaging shopping experience.
The 302-square-meter Terminal 2 Arrivals shop underwent a significant upgrade with a focus on its main categories such as Liquor & Tobacco and Perfumes & Cosmetics. The refurbishment, completed in March 2025, introduces digital screens and an intuitive layout that leads customers through the space, inviting them to enjoy the specially chosen selection of products on offer, whether it’s a brand-new Arrivals offer or a Dubai Duty Free world exclusive.
Dubai Duty Free's Terminal 2 Arrivals encourages customer engagement in the travel retailer's promotions
“The Arrivals shops in Terminals 1 and 2 were very much in need of refurbishment to reflect the increase in passengers using these Terminals in recent years and the changes in their shopping preferences,” Cidambi said. “We are very happy with the redesigns and refurbishments and think that our customers will appreciate the modern, engaging, and stylish retail environment on arrival in Dubai.”
In Terminal 3, the transformation of Arrivals Shop 3 complements that of Arrivals Shop 4 which opened in January 2020, bringing a premium and open layout that encourages exploration. With a retail area of 1,283 square meters, the shop now boasts wide-open doors inviting passengers into a sophisticated shopping experience, with clearly defined zones for Wine, Beer, Malt Whiskey, and Champagne.
Fun and social media-friendly elements, such as the ‘Beer Garden’, ‘Wine O’Clock’, and ‘Chill Out Zone’, are designed to appeal to a broad audience, engaging shoppers through interactive experiences and visually striking displays.
“We incorporated a lot of our learnings from T3 Arrivals shop 4 into the redesign concepts; zoning is very clear, some categories have been given more space and attention, such as Champagne and Malt Whiskey, which are now highlighted in a way that resonates with customers” Cidambi said.
The updated design places a strong emphasis on tasting and sampling opportunities, allowing customers to interact with products before making their selections. The introduction of premium and luxury areas, such as the ‘Salon Prive’, offers a high-end experience that is both visible and accessible, aligning with the broader goals of the redesign.
In Terminal 3 Arrivals, the strategic partnership with Moët Hennessy has further elevated the shopping experience, particularly in the Champagne section. This collaboration has led to the creation of the ‘Cave de Champagne’, a show-stopping feature that draws customers into the store and positions Champagne as a key highlight of the offering.
Beauty to the fore in Terminal 3
For the first time in Arrivals, Dubai Duty Free has also introduced personalized branded areas within the Malt Whiskey section, giving customers a unique and tailored experience. Promotional areas across the store are now more prominent and easily identifiable, helping customers take advantage of special offers. Additionally, the beauty category has been integrated in a more meaningful way, featuring notable brands that align with the evolving needs of Dubai Duty Free’s customers.
To further improve convenience, self-checkout options have been introduced at select locations, offering passengers an efficient, time-saving alternative as they navigate the store.
“We’ve focused on creating an environment that is not only visually appealing but also customer centric. With the evolving landscape of retail, it’s important to remain agile and responsive to our customers’ needs. With the introduction of new brands and retail concept and a striking new store space, we believe that we have taken the Arrivals experience in travel retail to another level,” Cidambi concluded.
