WDF unveils main T5 store design

Nicole Mezzasalma

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The 29,000sq ft (2,695sq m) outlet has been designed by UK consultancy JHP

UK consultancy JHP has unveiled its design for the main World Duty Free (WDF) store at London Heathrow terminal five. The 29,000sq ft (2,695sq m) outlet spans two levels and features a “clean and simple architectural scheme”. The departures level will offer beauty, food, liquor and luxury and tobacco products while the check-in level will retail sunglasses, watches and jewellery. The store will also contain what JHP claims is “London’s best cocktail bar”, created by WDF in partnership with liquor supplier Diageo.

JHP managing director Steve Collis said: “We worked closely with WDF’s head of marketing, Sue Gosling, on exploring the concept of ‘contentainment’—meaning the harmonisation of cross-category promotional campaigns, entertainment, events and airport information. No two visits to the store will ever be the same, so the design displays will be constantly updated.”

Gosling added: “Our partnership with JHP means we can combine their strategic understanding of consumers in transit and their commercial design services with our retail expertise to deliver an outstanding WDF store in T5”.