Delivering impactful innovation
Dar Group

The substantial level of investment in the aviation industry poses an opportunity and a challenge. Dar Group says that the company is being asked to create infrastructure that must endure during a time of unprecedented technological and environmental change.

At one of Dar Group’s design specialists, Portland Design, the passenger experience is taking center stage. Portland Design suggests that airport retail has always been about four things: customer recruitment, transaction, fulfilment and retention. According to Portland Design, two of these areas, transaction and fulfilment, are gradually shifting away from the physical store, which needs to be more like a media platform.

This shifts the emphasis to an inspiring experiential model that drives engagement, sharing and serendipity.
Physical stores in airports can be the most powerful media platforms available to a brand, where the opportunity is to monetize not only the experiences but also the data generated. Delivering data-responsive environments and experiences drives media impressions, social media engagement and online sales. Providing environments that support passengers’ physical, emotional and mental well-being is fundamental to letting them know they are valued and respected. That’s why airports are evolving to ensure that passengers are more connected to nature.

In addition to the retail space, Dar Group suggests that working from home also represents an opportunity for airports. By developing compelling co-working spaces, passengers could be encouraged to arrive earlier and work from the airport, increasing the time and money spent there.

Dar Group states that airports that create experiences to drive well-being, social participation and entertainment will engage passengers and increase the likelihood of repeat visits.

Visit Dar Group’s booth to find out more about facilitating this infrastructure.

Booth: E570

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