Terminal 2 Jomo Kenyatta Nairobi

Case Study

If creating a sense of place is commercially successful, how can similar logic be applied to the duty free retail environment?  This challenge was given to Tourvest’s creative team.  For the new Terminal 2 at Jomo Kenyatta International. The design brief included:

A strong Sense of Place to differentiate the outlet; A high quality fit-out to create the international, sophisticated environment expected of a duty free store;

The creation of a shopping environment that provides ease of movement for the traveler; The ability of the merchandise units to be flexible for changing promotional needs; The creation of a strong kerb-side appeal including supplier branding opportunities; The introduction of a selected range of local product with high visual impact to attract travellers.

Sense of Place

Sense of Place provides a major opportunity for retail differentiation in airports.  Tourvest’s Destination Retail Division believes a flaw in many duty free retail outlets is that they are generic.  They all look alike, carry the same brands of merchandise, and lack meaningful differentiation that attracts shoppers to cross the threshold and explore.  As one of the last “touch points” that a traveler has with a country, as a tourism “gateway”, it is important that a lasting, positive impression lingers with the traveler.  Our creative proposal is modern, sophisticated, international and most important, creates a memorable Sense of Place.  Our Sense of Place draws inspiration from the art, craft, culture, colour and landscape of Africa and its people.  Nairobi is the capital of Kenya, a busy, bustling, culturally diverse African metropolis.  The name “Nairobi” comes from the Maasai phrase “enkare Nyirobi”, which translates to: “the place of cool waters”. The store name The starting-point is to create a relevant identity for the outlet.  In some respects this goes against a more corporate positioning strategy that aims to define a group brand with multiple stores that are identical.  Our proposal is destination-specific: Duty Free – East Africa.  The name is supported by a graphic image of a Maasai tribesman and the colours represent the warmth of Africa.  The store name is specifically chosen to remind travelers that they are in East Africa.  This is not just anywhere in the world.  You are now in East Africa! The opportunity for backdrops The space designated by the Airports Authorities for the duty free outlet has high ceilings that create an opportunity for backdrops along the perimeter walls.  We have utilized these to carry strong visual images of the Kenyan plains at sunset, including wildlife and umbrella trees.  The sheer scale of the backdrop combined with the beautiful imagery and the warm colours reinforce the Kenyan tourism experience reminiscent of the Maasai Mara which is one of the premier tourism experiences of this country.  A visual reminder of your experience! Utilization of the columns The structural columns in the store are utilized to demarcate the various product zones.  The columns are disguised and converted to huge banners with tall backlit graphics.  Brand advertising forms the base of the graphic to direct pax to specific product zones.  The upper element utilizes modern/sophisticated portraits of Kenya’s people.  Black and white photographic images that are striking and memorable. Ceiling elements A high ceiling limits the intimacy that a good retail outlet needs.  In addition, it mitigates against good lighting to create product focus.  The dropped ceiling elements are designed to resemble the skeleton structure of the dhows that have traded along the East African coast for centuries.  The same technique used in the dhows manufacture is utilized and local weathered timber is used.  The ceiling elements are linked by sail-shaped canvas reinforcing the dhow theme. The central focus is a stylized giant umbrella tree.  Trees are a significant feature of the African landscape.  Places of assembly; symbols of life and shelter.  This element ties into the tree-like canopy structures used by the International Architectural Firm – Queens Quay Architects – in their arrival area of Jomo Kenyatta Airport. The flooring design The flooring is designed to draw the traveler into the retail environment by extending material inlays into the main Mall.  The natural materials are slate and quartzite with a pattern based on the Kanga clothes of the Luo ad Kikuyu tribes. Ease of shopping Because the traveler is under time pressure, and revenue is generate by peak period trading activity, the design of the store focuses on efficiencies and ease of movement.  Elements include: Bold signage to position and differentiate the store. Merchandise zones for ease of identification clearly identified by utilizing the structural columns. Strong product branding for identification and ease of movement.  All units (perimeter or free-standing) are designed to carry specific product brands. All units have simple, clean lines and hold sufficient stock. Free flowing spaces for ease of shopping.  Pax have luggage and are often reluctant to enter a shopping environment that is restrictive.  Our store design takes this into account and provides the visual comfort that surrounds ease of movement. Sufficient tills for quick processing.  There is a natural flow from the floor into the till locations.  Customer waiting queues are designed to sell small destination impulse items (fridge magnets, key rings and costume jewellery).  The wait is no more than 5 minutes.