Case Study: DFA

Our Impact

Smrtspace was subcontracted to design, develop and plan a duty-free shop for the Port Rashid cruise terminal in Dubai. We worked quickly to interpret the brief and develop a store concept that offered a centrally located proposition with strong visual impact and a beautiful signature ceiling feature running through the centre of the store.

Fixtures and products were carefully planned to create a multi-category offer anchored by a floor to ceiling digital proposition to drive penetration and flow into the store.

Materials and textures were inspired by the local area with an Arabian Gulf influence at floor level and desert sandstone elsewhere.

In just five days from briefing, Smrtspace developed a 700-square-metre Dubai Palm-inspired store concept and environment were brought to life with a 2D layout and 3D renders.

Our Client

DFA (Duty Free Americas) is a global brand that operates duty and tax-free stores in more than 200 locations at major airports and borders internationally. The brand offers holiday makers and business travellers a large assortment of products including fragrances, cosmetics, watches, gifts, jewellery, liquor, tobacco and travel related merchandise from the world’s most luxurious and prominent brands.

Our Approach

Smrtspace held a number of meetings with the client to understand the brief and deliverables. Work included:

• Research of the location – studying the target location, infrastructure and surrounding areas to establish an understanding of the local geography and the purpose of the site.
• Understanding the customer profile and types of purchasing behaviour – evaluating the cruise lines, client types and predicted footfall for the target location.
• Establishing the target space and footprint – developing shop area options that were suitable for the terminal building that fitted naturally with the pre-existing space allowing logical passenger flow and strong visibility.
• Developing a concept design and store layout – creating an open plan store environment and layout that met the commercial and operational needs of the brief with a design that positioned the store concept with local influence, authority and flair.
• 3D renders and visualisation of the space – the creation of software driven images that helped the client visualise the store and its features. Detailed rendering that brought the store to life highlighting key category, product and digital areas of the store.