Copenhagen: Style On Arrival
Along with cult hi-fi brand B&O PLAY by Bang & Olufsen fashion will also play a key role in the new line-up. Italian ready to wear label MaxMara has selected CPH as its first Travel Retail location in Europe. In addition, existing brands BOSS and Hermes will re-locate to larger sites later in 2014 and the airport has recently signed new contracts with Gucci, Burberry and Mulberry. Similarly, local hero brands Ole Lynggaard (earrings pictured below)and Georg Jensen have signed contract extensions. This strengthened portfolio of fashion boutiques gives the Nytorv area the curated ambience of a small luxury neighbourhood.
Earlier this month, CPH played host to “It’s Fashion Week – Travel in style” – a prelude to Copenhagen Fashion Week, which featured 3 of Denmark’s hottest fashion brands – Wood Wood, Baum und Pferdgarten and Anne Sofie Madsen – to showcase their ranges for spring summer 2014.
Lise Ryevad, Director, Airport Service, at CPH comments: “Our passenger profile continues to evolve as we continue to attract new airlines and new routes and bring an ever-evolving stream of both emerging and established consumer groups, so it’s vital that we fine-tune the CPH shopping experience to address passengers’ needs. As such, we are challenging ourselves to develop and refine the accessible luxury segment of our retail proposition and these new openings are perfect examples of the exciting and dynamic brands we seek to partner with, keeping CPH in perfect sync with Denmark’s reputation for fashion and cutting edge design. You can expect to see see a constant stream of dynamic and cutting edge shopping experiences in 2014 and beyond.”
“The Nytorv area is evolving into powerful, luxury retail space with strategic adjacencies of major labels such as Bottega Veneta, Hermes, MaxMara and BOSS, combined with local hero brands to power a truly unique sense of place. The latest signing is Ole Mathiesen Luxury watches, which is expected to open late summer and will include brands such as Jaeger Lecoultre, Omega and IWC. As an iconic national and international brand, we are of course especially delighted and proud to welcome B&O PLAY to our airport as this further emphasises our shared identity with the Danish reputation for world class design.”
The arrival of several major luxury labels intensifies CPH synergy with the continuing evolution of the airport’s passenger profile. The last year delivered radical changes with special emphasis on developing exceptional shopping, including expansion of the retail selection accentuated by a focused approach to shopper services.
Previously the airport developed a wide range of initiatives as part of a holistic approach to optimize the whole customer experience. This includes a new website to strengthen communications, innovative large-scale activations within the terminal and a range of added services, including online pre-order facilities and summer-long food festivals.
Earlier in February 2014, CPH announced a large-scale masterplan for expanding the airport capacity to handle up to 40 million passengers over the next 25 years – this includes a high-speed railway from Oslo and Hamburg.