Spectacular yet traditional Hungarian design takes travellers by surprise
Heinemann has combined traditional handicrafts with modern store planning to create a stunning design for its new shop at Ferenc Liszt International Airport in Budapest. The 140m² shop in Terminal 2A, which was opened at the end of December, is already turning heads at the Hungarian airport. The ceiling, walls and shelves are completely black; half of the shop is devoted to best-selling international spirits and confectionery, while the other half is exclusively given over to regional specialities and souvenirs. In this area, the dark backdrop of the walls will be covered with bright flowers: a pattern based on traditional Kalocsa embroidery and china painting motifs is being added during normal opening hours in January by staff from the Kalocsa porcelain factory. “Thanks to their artwork, we are creating a shop with a uniquely Hungarian design. At the same time, passengers can experience something new and entertaining this January – they will be able to watch the painters at work and see how the pattern slowly spreads throughout the shop,” says Dr Fritz Janach, Retail Manager for Heinemann Duty Free in Budapest. Heinemann is also installing large stylised deer heads decorated with flowers and lamps set in real tree branches to evoke the extensive, wildlife-filled forests of Hungary.
The new Budapest shop is the first in which Heinemann implements its new Regionals Market shop concept. “For Heinemann, Regionals zones are critical elements in terms of giving airport shops an identity,” believes Bébé Branss, Gebr. Heinemann's Director Retail Design. “Wherever we find the right combination of available space and regional products, we bring in a leading architect's office from the town or country in question to develop that part of the store.” Where a shop is not big enough to accommodate an individual design, however, a Regionals Market will be incorporated to showcase the country's typical products. Furnishings adorned with traditional designs will be combined with regional highlights, such as the painted flowers, deer heads and tree lamps in Budapest.
Hungarian salami by Pick and spirits from Budapest-based producer Zwack (most famous for making Unicum) are proving particularly popular with travellers from all corners of the globe. That's according to Retail Manager Dr Fritz Janach, who speaks from his experience of the big Heinemann Duty Free shop in the Budapest SkyCourt: “The new shop will not only stock products from these two local heroes, but also goods such as dried paprika, pálinka, Hungarian porcelain and Szamos marzipan, which is famous over here.”
Heinemann has been running the Duty Free shops at Budapest Airport since 1998. In 2011, the company opened a 1,400m² walk-through shop in the new SkyCourt. The company now has 180 employees at the Hungarian airport.
