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Nuance unveils new Tax Free Store at Geneva Airport
Nov '09
The Nuance Group proudly presents the latest addition to its portfolio of state-of-the-art duty free stores. The new Duty Tax Free Store at Geneva International Airport covers 650 square metres and presents a breathtaking choice of products from the perfume and cosmetics, wine, liquor and confectionery categories under The Nuance Group's successful “World of…” concept. Nuance was confirmed as the operator of the duty free concession for the next five years last March.

The new store is located in Geneva International Airport's Departures area, in the same location as the previous shop. It has been enlarged to measure 650 square metres and undergone a complete refurbishment.

Roughly 60 per cent of the total space are dedicated to perfume and cosmetics in their respective “World of Perfume and Cosmetics” and “World of Wellness”. The big beauty brands are prominently represented with studios of the major brands, personalised gondolas in their own branded environment. The additional floor space has allowed the introduction of dedicated areas e.g. for men's skincare or men's and women's top ten fragrances, designed to make it easier for customers to make their choice.

For the Tax Free Store, a new tobacco concept was created, with the entire tobacco category located at the entrance of the store and displayed in a breathtaking black and white setting. As a true novelty, the merchandise is not arranged per brand, but per purchasing preferences, i.e. brands especially popular with UK customers can be found located next to each other.

The store features a central event space covering 12 square metres, located at half way between the two entrances to the store. The area is used to create events and shopping theatre and to promote special products. For the opening, Clarins is present with make-up artists involving customers in the creation of individual new looks.

In order to alert passenger to the store's offer, two huge video screen have been installed outside the shop to promote and communicate different messages such as Nuance's “Best Price Guarantee”, “Geneva Duty Free Paradise” or special events including product launches.

Geneva, due to its proximity to the Alps, is a popular destination for skiers. As a special service, the new store particularly caters to the needs of the many passengers flying in on charter flights between December and April, offering 12 cash tills, an information counter and pre-order services for their enhanced convenience.

Andrea Belardini, CEO Europe for The Nuance Group, commented: “We are very pleased to have completed the refurbishment of the Geneva Tax Free Store, adding another state-of-the-art retail outlet to our portfolio. Our team has worked very closely with Geneva Airport and our key suppliers to deliver an innovative approach to airport retailing through the introduction of our “World of …” concepts including an industry-leading new premium tobacco concept, retail theatre as presented through our events area and tasting bar as well as digital media displays. I would like to thank all involved for their support and commitment to creating this beautiful new store.”

Pierre Germain, AIG's Commercial and Finance Director, said: “This new duty free store is a milestone in the global refurbishment and extension of our airside retail area. We share with Nance a challenging objective and are confident that the concept will meet our customer's expectations and contribute to the enhancement of our shopping mall attractiveness."

The Nuance Group

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