Amsterdam Schiphol, one of the world's most pioneering and brand-friendly airports, has been chosen as the location of the first concept store for Grey Goose vodka, the leading super-premium
vodka in travel retail.
The ultra-contemporary design of the permanent shop-in-shop is reminiscent of a bespoke
wine cellar, reflecting the origins of Grey Goose vodka in France, the
distinctive bottle shape and its signature cork. The space also evokes
the visual identity of the brand’s global advertising campaign, Fly Beyond. Cool, crisp blue and white/glass colourways with subtle back-lit lighting combine to create a glow on the shelving and bottles, including the 1.5-litre size, while spotlights illuminate the centrally located
tasting bar. Two packs containing either bottle chillers or a limited-edition taste
box featuring the stirrer used in the brand’s signature Le Fizz cocktail and a
cocktail book are also featured.
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| The new Grey Goose concept store at Amsterdam Schiphol airport |
The concept store, positioned at the front of the main liquor
shop, is enhanced by a large illuminated advertising screen outside the main
store featuring the Fly Beyond campaign. On approaching the shop, further
advertising features images of Le Fizz, a cocktail using St-Germain elderflower
liqueur and lime juice.
Marc Gatoux, category manager global liquor & cigarettes
at Schiphol Airport Retail BV, said:
“We’re constantly looking to push boundaries in retail presentation to enable
brands the freedom to express themselves. With its global recognition and brand
positioning, and we are confident the Grey Goose store will attract new
shoppers from our mix of transit and departing passengers and its location at
front of store is designed to entice, build penetration and ultimately
conversion through an intimate experience that’s perfectly on brand.”
Aude Rocourt, regional director Europe at Bacardi Global
Travel Retail, added: “We are so excited with this concept, which epitomises the
luxury aspects of Grey Goose vodka. The design reflects an elegant, modern wine
cellar and the precision and perfection of the architecture match the luxury in
which Grey Goose is produced.
“Schiphol is an important location for the brand and it’s
great that Schiphol Airport Retail are bold and enterprising when it comes to
partnerships of this kind, enabling us as brand owners to innovate and bring to
life the personality of a global iconic luxury brand like Grey Goose vodka,
creating differentiation with something uniquely new and different for
travellers.”
