Dubai Duty Free elevates the arrivals shopping experience with new-look stores

UAE. Dubai Duty Free (DDF) has unveiled the much-anticipated redesign and refurbishment of its terminals 1, 2, and 3 arrivals stores at Dubai International Airport (DXB), with the last-named due to reach completion in May.

The new-look stores build on the success of the T3 arrivals shop 4 design concept introduced in 2020.

DDF has been progressively extending the retail concept across its other arrivals stores, introducing fresh layouts, cutting-edge digital displays and engaging product features.

The multi-million-dollar renovation project began last April and covered over 2,171sq m or 60% of the retailer’s arrivals shopping space at DXB.

DDF Managing Director Ramesh Cidambi said, “The renovation of our arrivals shops marks a significant investment. Sales at arrivals are important to us, and it is necessary that we upscale these retail areas and provide an exceptional experience for inbound passengers.”

Terminal 1 – Making shopping easy and accessible

The revamped T1 store spans 586sq m, offering what DDF called a “seamless, visually appealing shopping environment”. The first phase of the refurbishment was completed in October 2024, with the final phase finished last month.

This updated retail space is notable for its modern fixtures, enhanced digital media displays, standout features such as ‘Malt of the Month’, and improved visibility of promotional areas.

Terminal 2 – Digital meets physical

The 302sq m T2 arrivals store underwent a comprehensive upgrade with a focus on its main categories, notably liquor & tobacco and perfumes & cosmetics.

The refurbishment, completed this month, introduces digital screens and an intuitive layout that leads customers through the space to peruse an upgraded shopping offer, including Dubai Duty Free world exclusives.

“The arrivals shops in terminals 1 and 2 were very much in need of refurbishment to reflect the increase in passengers using these terminals in recent years and the changes in their shopping preferences,” Cidambi said.

“We are very happy with the redesigns and refurbishments and think that our customers will appreciate the modern, engaging and stylish retail environment on arrival in Dubai.”

Terminal 3 – Making shopping fun

The design of T3 arrivals shop 3 complements that of arrivals shop 4 which opened in January 2020, bringing a premium and open layout designed to encourage exploration.

The 1,283sq m of retail space boasts wide-open entrances inviting passengers into a sophisticated shopping experience, with clearly defined zones for wine, beer, malt whisk(e)y and Champagne.

Fun and social media-friendly elements, such as the ‘Beer Garden’, ‘Wine O’Clock’, and ‘Chill Out Zone’, are designed to appeal to a broad audience, engaging shoppers through interactive experiences and visually striking displays.

“We incorporated a lot of our learnings from T3 arrivals shop 4 into the redesign concepts,” Cidambi observed. “Zoning is very clear, some categories have been given more space and attention, such as Champagne and malt whisk(e)y, which are now highlighted in a way that resonates with customers.”

The updated design places a strong emphasis on tasting and sampling opportunities, allowing customers to interact with products before making their selections. The introduction of premium and luxury areas, such as the ‘Salon Privé’, offers a high-end experience that is highly visible and accessible, aligning with the broader goals of the redesign.

In T3 arrivals, a strategic partnership with Moët Hennessy has further elevated the shopping experience, particularly in the Champagne section. This collaboration has led to the creation of ‘Cave de Champagne’, described as a “show-stopping” feature that draws customers into the store and positions Champagne as a highlight of the offering.

For the first time in arrivals, Dubai Duty Free has also introduced personalised branded areas within the malt whisk(e)y section, giving customers a unique and tailored experience.

Promotional areas across the store are now more prominent and easily identifiable, helping customers take advantage of special offers. Additionally, the beauty category has been integrated in a more meaningful way, featuring in-demand brands that align with the evolving needs of Dubai Duty Free’s customers.

To further improve convenience, self-checkout options have been introduced at select locations, offering passengers an efficient, time-saving alternative as they navigate the store.

Cidambi added, “We’ve focused on creating an environment that is not only visually appealing but also customer-centric. With the evolving landscape of retail, it’s important to remain agile and responsive to our customers’ needs.

“With the introduction of new brands and retail concept and a striking new store space, we believe that we have taken the arrivals experience in travel retail to another level.”