Project Feature

9 WHSmith Travel Retail Stores at Changi International Airport Back to Portfolio

Concourse Display Management is the No. 1 airport contractors in travel retail store activation. Concourse  successfully finalised a complete refurbishment of nine WHSmith stores at Singapore Changi International Airport. The stores were constructed over a three-month period.

Concourse commenced the WHSmith travel retail  store activation  in  January 2018. The nine WhSmith travel retail stores have a total retail space of 1,543 meters square. All stores  were re-fitted simultaneously. The nine stores range from 66 square meters to 282 square meters. The stores are across Terminal 1, 2 and 3 at Changi international airport.

International Chairman Louis de Bourgoing said. Securing the Singapore contract is a key strategic step for our Asian strategy and we are very proud to have been awarded all 10 stores across the four terminals in such a prominent airport.

“In partnership with Changi, we have built a new upscale design and are looking to provide a compelling retail offer and excellent customer service. With stores in Singapore, Malaysia, Indonesia, Philippines and China, either directly run and through strong partners, we have built a unique network maximising synergies and expertise.”

The Design

The refurbishments took place to align the stores with WHSmith’s new format design, as introduced  in October 2017 for their new travel retail store activation located in T4 at Changi airport. The T4 travel retail store was also completed by Concourse Display Management.

The new design includes visual cues that draw the customers line of sight into the store with the use of architectural fins. These connect the stores external design through to the customer service desks. Large navigational signs, designed to internally illuminate (which ensures the customer can easily access the product category)  have also been installed.

Visual Merchandising

The stores include a wide range of books to cater for the travelling book lover.  Customers will also find zones for digital products, gifts and souvenirs, confectionery and WH Smith’s proprietary branded travel essentials ranges.