DDi - April/May 2013 - (Page 68)
68 |
The 9-ft. lightbox over the
cashwrap is fashioned
after Mattel’s gear logo.
culture, diversity and lifestyle of Los Angeles,
while creating a sense of place in each terminal
through the inclusion of L.A.-based businesses.
“It was a unique opportunity for us to participate in,” says Kim Helgeson, manager, visual
merchandising, retail marketing for Mattel. “As a
store designer, you welcome unique challenges,
and this was a good one, because airport retail
really requires a different approach.”
The first challenge was actually building a
store in an airport, taking into account both logistical and security issues. “It’s not like driving
your semi up to the back door to unload your
fixtures,” Helgeson says. “The access path itself
to the location is not always straight—there are
stairs, small doorways, long hallways, things
need to be able to be forklifted up two levels.
I designed all of the fixtures to be modular, but
they also had to fit into the constraints of the accessibility challenges.” And everything needs to
be inspected, she adds.
Helgeson points out that airport retail is a
whole different experience in itself, because it
isn’t a destination, like a mall or standalone store.
“When you wait for a flight, let’s face it, Internet
and food take priority over shopping,” she adds.
“And when [travelers] do shop, they have limited
time, so there is a sense of urgency and purpose.”
In the customer hierarchy of airport retail,
adult frequent travelers come first, and adults
traveling with children come second. So, one
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April/May 2013
Table of Contents for the Digital Edition of DDi - April/May 2013
DDi - April/May 2013
Table of Contents
From the Editor
From the Show Director
Newsworthy
Shopper Insights
Visual Perspectives
Editor’s Choice
Design Snapshot
Design Snapshot
Markopoulos Award
Tazo Tea
Tiffany & Co.
Experience Makers
Piperlime
Mattel Experience
CookHouse
Aéropostale
Paris Kids Department
Technology & Customer Engagement Section
Technology Trends
Big Data Column
In-Store Technology
Product Spotlight
Design Leaders 2013
Right Light
GlobalShop Coverage
Special Events
Conference Schedule
Chicago Retail
Exhibitor Products
Calendar
Advertisers
Classifieds
Shopping with Paco
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