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Heinemann Macau | 2021 | Retail | Design & Build
The duty-free and travel retail operator, Heinemann, enlisted Greater Group’s services to design and build the new 10,000 sqft Heinemann Asia Pacific location in Lisboeta Macau. Located at Cotai, Lisboeta Macau is a premium travel destination that encapsulates memories of Macau by incorporating design details inspired by iconic local architecture. The new Heinemann store joins Lisboeta Macau’s extensive retail programme. Delivering services for the interior fitout, value engineering and brand coordination, Greater Group completed the project on time and within budget in only three months.
The project brief was to design retail stores for two product categories, Perfumes & Cosmetics and Confectionary, while accurately reflecting the Heinemann brand values. Key to the success of the project was the accentuation of localised design features to contribute to Lisboeta’s celebration of Macau as a travel destination. In addition to the store concept and documentation services, Greater Group was responsible for providing brand data sheets with spatial allocations and detailed dimensions for each brand represented in-store.
The Greater Group design team’s expertise in the science of retail combined with their world-class 3D visualisation skills brought the project vision to life to support a winning pitch to the Macau International Airport. With various luxury beauty and fragrance brands including Dior, Tom Ford, Estée Lauder, Giorgio Armani, Gucci, Lancôme, Jo Malone, Prada and Hermès sharing one retail space, the biggest design challenge was to accommodate each brand’s unique visual identity while maintaining Heinemann’s distinct look and feel.
Elegance, boldness and luxury are at the core of the design identity implemented in the Perfumes & Cosmetics division as a reflection of the up-market brands on display. The Confectionary division represents a more playful and dream-like aesthetic inspiration to coordinate with the brands hosted — Milka, Toblerone, Lindt, Ferrero Rocher, Mars, Cadbury and Hershey’s among others. A biophilic-inspired theme of greenery was introduced, welcoming visitors as they enter the store and setting the tone for the shopping experience.
The design features various retail and experience-based zones, including the Beauty Studio, the Fragrance Garden and the Kids Zone. These customer engagement activation areas facilitate immersive in-store experiences that reflect Greater Group’s design manifesto: Attract, Engage, Inspire. The Beauty Studio invites shoppers to enjoy unique beauty experiences via product trials, mini-makeovers and skincare consultations to promote valuable product engagement. Similarly, the Fragrance Garden enables a multi-sensory experience by encouraging shoppers to explore new scents with the support of trained on-site staff. In the Confectionary area, the dedicated Kids Zone features a safe play zone to engage children while simultaneously enhancing the shopping experience for their parents.
Founded in 1879, Heinemann is one of the world’s leading duty-free and travel retail operators. Heinemann Asia Pacific was established in 2010 and is headquartered in Singapore as a representative of the Asia Pacific region. Operating and supplying products in airports, cruise lines, border zones and downtown shops, Heinemann Asia Pacific is a trusted business partner for travel and retail operators across the region. From its base in Singapore, Heinemann Asia Pacific has established its network in 10 countries including Malaysia, Myanmar, Australia and China.