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This Blog comes to you from my Interim Addis Ababa Bureau in Ethiopia (more of that in my next post) but its focus is entirely on Dubai.
A startlingly impressive tale of transformation is taking place at Dubai International Airport (DXB). And right at the centre of the action is Dubai Duty Free, the Emirate gateway’s anchor commercial operator since 1983.
Although store transformation has been a constant over those intervening 42 years, the recent redevelopment of the arrivals stores in terminals 1, 2 and 3, ranks among the retailer’s top ten projects in terms of ambition and quality of execution over that period, according to Dubai Duty Free Managing Director, Ramesh Cidambi.
Building on the success of the redesigned concept introduced at the Terminal 3 Arrivals shop 4 in 2020, Dubai Duty Free has extended the approach to its other stores, introducing fresh layouts, cutting-edge digital displays, and a whole swag of engaging product features.
The multi-million renovation project, which began in April 2024, covers over 2,171sq m or 54% of the retailer’s arrivals shopping space.
I was on location with Ramesh and the Dubai Duty Free team earlier this week, filming the new-look offer with my supremely talented Moodie Davitt STUDIO colleague, Videographer, Editor and Director Alexander Roux, who is based just across the South China from me in Hainan, China.
Alexander and I have shot a number of films together (including our acclaimed Airport Wonders of the World series set at Hamad International Airport, which, excitingly, is being released onboard Qatar Airways in August) and we feel the Dubai Duty Free films will add significantly in qualitative terms to the body of our work.
It’s not often in an airport you get such a beautiful set in which to shoot. But the new shops, most notably the piece de resistance in Terminal 3, do precisely that.
The T3 store is expansive (1,283 sqm) and elegant in equal measure. A wide-open entrance topped by a dazzling digital ribbon the length of half a football pitch draws passengers into a beautifully lit, designed and merchandised store featuring an astonishingly broad range of wines & spirits in particular.
There’s dual emphasis here on maximising visibility (the store’s location off to the right of the baggage belts has always posed a challenge) and introducing experiential elements to drive penetration.
Fun and social media-friendly elements, such as ‘Beer Garden’, ‘Wine O’Clock’, and ‘Chill Out Zone’, complemented by interactive experiences and visually ravishing displays are all part of an exhilarating approach that represents a step change from what went before.
The introduction of premium and luxury areas, such as the ‘Salon Prive’, offer a high-end experience that is both visible and accessible, while a bold partnership with Moët Hennessy has led to the creation of the stunning – and I don’t use the word lightly – ‘Cave de Champagne’, a show-stopper if ever there was.
Arrivals sales currently account for around 6% of Dubai Duty Free’s turnover. And while that may sound like a small number, consider that we’re talking about the world’s biggest single airport duty-free sales location (record sales of AED7.901 billion or US$2.16 billion in 2024). Do the math and you come up with US$31.7 million, a big business indeed.
You’ll be able to see the fruits of Moodie Davitt STUDIO’s cinematic labour and my compelling conversation with Ramesh later this month but here I offer a tantalising photographic teaser of what is to follow.
Don’t just pick up your bag and head to your hotel next time you arrive at DXB, check out the new arrivals offer instead. For anyone interested in the travel retail business – or who is simply seeking an outstanding shopping experience – Dubai Duty Free has created a preliminary destination that demands a visit. ✈
