16th July 2013
Following a closely fought contest for the duty free concession at Guam International Airport which first began in August 2012, Lightfoot Marketing’s client Lotte Duty Free – the dominant force in the record-breaking South Korean duty free market – has emerged victorious. Lightfoot played a key role in the store design and concept development.
A key facet of Lotte’s overall tender strategy was to deliver an almost unprecedented level of localisation, nowhere more so than in the store design concepts. Lightfoot’s design concepts reflect a true ‘sense of place’ with Guam’s unique culture, heritage and environment, reflected throughout. At the heart of the proposed layout is a ‘Guam Cultural Center’ – a dedicated space which combines cultural and educational elements with the retail of local merchandise and features a giant 40-tonne fish tank showcasing the diversity of Guam’s marine-life. Lightfoot’s design concept was highlighted by Guam International Airport Authority as one of the key factors in its decision to award Lotte Duty Free the contract ahead of JR Duty Free, The Shilla and incumbent operator DFS.
Following the award of the contract, Lightfoot has subsequently been commissioned by Lotte to build out the concept into detailed design plans and project-manage the substantial $23m project to overhaul the entire airside space. This includes improvements to the core concession spaces and fashion boutiques, upgrades to the restrooms within the concourse level, a refurbished food court and smoking lounge, and a new childrens’ play area.