London Heathrow Airport reveals luxury fashion line-up for new Terminal 2
Heathrow Airport has revealed a strong line-up of fashion and luxury brands set to open stores in the new Terminal 2: The Queen’s Terminal.
Commencing operations on 4 June 2014 and covering 180,000sq m, the terminal will cater to 16 million passengers initially (later rising to 20 million). It will have 10,700sq m of commercial space, including 52 retail and 17 food & beverage outlets. The new terminal will be home to a host of British and international fashion brands
The airport has now revealed more details of the fashion and luxury line-up in the terminal, with a host of brands already familiar to passengers flying through the existing terminals.
A Ted Baker concept unique to Terminal 2 will aim to capture the look and feel of a 1950s airline lounge and is described as “quirky and fun whilst also working commercially”. It is expected to offer exclusive product previews, a digital app providing destination guides and news and an exclusive Heathrow loyalty club.
English brand Cath Kidston, which has traded for 20 years, will have a store incorporating elements of its latest high street shopfit, mixed with new features such as a moving hanging conveyor belt displaying its bags. The store will also feature interactive touch screens where customers can order from a wide product range and a ‘Grab a Stan’ machine that will imitate the mini crane amusement game.
Kurt Geiger will be the only dedicated shoe retailer in Terminal 2, adding to its presence in Terminal 3 and Terminal 5. However, unlike the existing stores, the new outlet will have a greater range of luxury brands to complement its high street brands.
Paul Smith, which already has a long term relationship with Heathrow, will have a store inspired by the ballroom at Eltham Palace and will feature exclusives for the terminal.
Another brand expanding its presence at Heathrow will be Thomas Pink, which will aim to create a ‘new shopping world’ combining innovative technology with traditional values. An app will allow customers to interact with the brand and access augmented reality expert guides.
Sunglass Hut will have an in-store consultation area unique to Terminal 2, where it will provide a luxury service to customers who can also pay via remote tablet to keep the transaction process as smooth as possible. It will also have a ‘Magic Mirror’ - a full length mirror which allows customers to try on sunglasses digitally and then share their image via social networks. Its software recognises the product the customer is wearing and recommends similar products or upgrades and different backgrounds can be selected.
Already one of Heathrow’s biggest luxury partners, Mulberry will open a store which will echo the brand’s new flagship concept.
Meanwhile, Bvlgari will take inspiration from its first ever store in Rome with a new outlet featuring limited edition pieces for Heathrow.
Hugo Boss will look to build on its success in Terminal 1 and Terminal 4 by catering to male business travellers, the predominate market in the new facility. It will offer both corporate and casual clothing.
Smythson, which has already had a presence in every terminal at the hub, will bring a new concept to Heathrow featuring personalised product gold stamping and bespoke stationary.
Another iconic British brand in the terminal will be Burberry. It will look to echo its Regent Street store and blur the lines of retail and digital with a digital facia and five large screens that depict the changing weather outside. The brand is said to perform particularly well at Heathrow with outerwear, which is easy for passengers to try on over their clothes.
Harrods will have a fine watch room, taking the lead from its flagship Knightsbridge store, offering luxury brands. One in seven passengers at Heathrow are already said to make purchases from Harrods and the new location will also offer a range of signature products appealing to London tourists.
As previously reported, John Lewis will make its airport debut in Terminal 2 with a 3,600sq ft shop curating the best of home, fashion, gifting and seasonal ranges
Heathrow Airport Head of Fashion Hazel Catterall said: “We challenged retailers to create flexible retail offerings that would enhance the journey of busy passengers. Each unit at Terminal 2 received an average of five proposals, surpassing the tender process for Terminal 5.
“These proposals have exceeded our expectations and we are delighted to welcome such a great mix of much loved brands as part of our vision for the new Terminal.”
The John Lewis, Thomas Pink, Cath Kidston, Ted Baker and Sunglass Hut stores will all be located on the initial departures level immediately after security. Meanwhile, the lower level of Terminal 2, next to the gate rooms, will be home to Harrods, Mulberry, Burberry, Paul Smith, Hugo Boss, Kurt Geiger, Bvlgari and Smythson.
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