The designer’s view: Reimagining sense of place at Portugal Duty Free

PORTUGAL. The Design Solution, London-based specialist in travel retail planning and design, has hailed the recent completion of the new-look Portugal Duty Free stores by ARI and ANA/Vinci Airports, saying the project is helping to redefine what sense of place means at airports. Click here for our earlier on-location story about the redevelopment.

The Design Solution provided the design for almost 10,000sq m of Portugal Duty Free space at eight airports across Portugal.

The Design Solution Director Kevin Patience said the projects across airports at Lisbon, Faro, Porto, Madeira and the Azores represent more than a major retail upgrade. He said it reflects “a bold evolution in how design can deliver meaningful passenger experiences in the travel retail environment, creating an advance in the industry’s whole approach to the creation of a sense of place”.

Click on the video above for concept and design highlights at Lisbon Duty Free

Patience said, “In partnership with ARI and the Portugal Duty Free team, we set out to create a new standard of sense of place that goes beyond visual cues or token gestures and instead brings to life the cultural identity, heritage and local character of each destination through immersive design.

“Our approach was guided by a single, overarching ambition: to build a portfolio of stores that feel deeply rooted in their locations while maintaining a shared design DNA that unites them under the Portugal Duty Free ‘umbrella’.”

Local distinction

He added, “The project’s scale – spanning over 10,000sq m across multiple airports – required a strategic framework that could deliver both consistency and creative flexibility. At the heart of this framework is a consistent design theme: a unifying design language and materiality that provide cohesion across all stores, while allowing each to express its distinct identity and experiences.”

That cohesion is captured through a contemporary reinterpretation of Portugal’s azulejo tiles, said the designer. These ceramic tiles, deeply embedded in the country’s design heritage, have become a signature element in each store. Expressed through innovative materials and animations on the digital screens, for each region they act as both a visual and cultural thread.

Individual concepts within a family

Patience noted that each location presents a design concept inspired by the characteristics and experiences of each region. In Lisbon, the flagship store in Terminal 1 reflects the vibrancy of the city’s Avenida de Liberdade, with a digitally layered storefront and immersive product experiences that celebrate local cuisine and culture.

A standout feature is a full-scale replica of Lisbon’s yellow Tram 28, positioned as a bold, playful centrepiece within the space. This has quickly become both a photo opportunity and “a symbol of how the store connects authentically with the spirit of the city”, said The Design Solution.

Faro’s concept is inspired by the coastline of the Algarve. Patience said, “Celebrating all things ocean-related, references to surfing, ocean waves and turquoise seas through to cave-inspired forms, all play their part in creating a memorable retail journey, full of surprises and new experiences.

“Each environment was developed as a distinct, locally rich experience supported by bespoke wayfinding, local storytelling, and curated product ranges – all designed to resonate with local and international travellers alike.”

The company noted the “clear design logic” that binds the stores together. Patience said, “We aimed to make every space unique yet unmistakably part of the same design family. All too often in travel retail, we see expressions of sense of place that seem homogenised, with global roll-outs that transmit little of the spirit of the location. In our shared approach with ARI, we hope to have established a compelling new benchmark for place-sensitive commercial environments.

“From the intricate patterns of azulejos tiles to the rich flavours of its cuisine, every element is a reflection of Portugal’s unique sense of style. These traditions continue to inspire and evolve, offering a blend of authenticity and innovation that captivates both locals and visitors alike.

“The stores, echoing Portugal’s philosophy, are not just about preserving the past but also celebrating the present with a timeless charm.”

A shared vision

Patience saluted the shared belief between ARI and The Design Solution that airport retail can, and should, be a cultural and commercial experience.

“From concept to delivery, we remained aligned on the importance of local identity, brand storytelling and material innovation.

“Together, we’ve created more than a retail environment; we have built a cohesive family of destinations that reflect the best of Portugal’s rich and varied character. Each store is a celebration of place, thoughtfully designed to elevate the journey and leave a lasting impression; a celebration of Portugal’s unique sense of style and, we hope, a new approach for the travel retail industry in creating a sense of place.”