The official opening ceremony for the Hamburg Airport Plaza took place on 26 November in front of 600 invited guests.
The New Hamburg Airport is, asserted Eggenschwiler, “one of Europe’s top addresses, characteristically efficient, beautiful and modern”. “The Airport Plaza underlines the transition from a sober ‘railway station for flights’ to an efficient, effective and comfortable world of travel and experiences. A lively, bustling and colourful place awaits passengers, ideal to relax or enjoy some shopping,” he said.
Important phases of the HAM 21 Expansion Programme have been the extension to the Passenger Pier, the construction of the multi-storey P2 car park and the opening of Terminal 1. The Airport Plaza has a total surface area of 4,900sqm; over seven storeys, this represents a total floor space of 33,000sqm; its marketplace includes a total retail area of 4,450sqm that houses around 40 shops; there is also a 2,630sqm food and beverage area.
The Airport Plaza, like both passenger terminals, was designed by the renowned architect, Professor Meinhard von Gerkan. Architecturally, the Airport Plaza is characterised by spaciousness, clarity and simplicity of design combined with robust materials. The sweeping roof structure of the terminals and the Airport Plaza was inspired by the curve of an aircraft’s wing.
Marketplace for top brands
Airside retail in the Airport Plaza includes a 1,400sqm Heinemann Duty Free store, carrying brands such as Bulgari and Burberry – it quadruples the floor space of Heinemann’s largest store to date. It is the premiere of Heinemann’s new marketing concept. The focus is on three significant details: First, the combination of international brands at low prices and a stunning new range of products; second, full service for the customer; and third, enthusiastic personnel – excellently trained and friendly employees. Heinemann’s Raoul Spanger, a member of the executive board, explained that the company’s goal is to create a unique identity. “Travel Value was an adequate solution after duty free was eliminated within the EU. However, it was not a brand and customer loyalty proved to be less than expected. We have developed our concept further and are now, with Heinemann, introducing a completely new way of duty free shopping,” he said.
280sqm is utilised for an alternating assortment of products that will be upgraded every two months. The idea is that customers will find products never expected in an airport, on four impressive stages for promotions and sales.
Optimised shopping offer
The Nuance Group is opening a total of eleven shops in the Airport Plaza, including the Temptation Shop, selling high quality watches, bags, sunglasses and fashion jewellery, along with shops selling such leading brands as Paul & Shark, Marc O’Polo, Escada and Porsche Design. It has initially opened six outlets covering 555sqm; in a second step, it will open another 405sqm of shop floor dedicated to another five shop concepts.
Stephan Salvisberg, operations director for The Nuance Group Europe, said: “It is rare that an airport should give so much thought to the optimisation of the shopping offer when designing its new infrastructure. I am convinced that Hamburg’s Airport Plaza will be creating a name for itself as a shopping destination for travellers within no time at all. We are pleased to contribute to this experience through our comprehensive offer of leading brands.”
The new food court operated by Marché International includes a Marché Natural Bakery, a Cindy’s Diner with fresh burgers, a Mövenpick Coffee Bar, and a San Pino pizza and salad outlet. Marché International will also operate a Gosch Sylt Restaurant under licence, with high quality fish specialties.
