Building a Sustainable Localisation Ecosystem in Airport Retail: The Role of Local Creativity.
In an era where travellers seek authentic and meaningful experiences, the airport retail industry is undergoing a transformation. The demand for local products and cultural immersion has fuelled the rise of localisation, a trend that is reshaping airport commercial spaces. However, to fully embrace this shift, a complete ecosystem must be in place—one that not only accommodates but also sustains the growth of local businesses and creativity within airport environments.
The Localisation Imperative in Airport Retail
Traditionally, airport retail has been dominated by global brands and duty-free shopping. While these continue to play a crucial role, there is a growing expectation for airports to reflect the unique identity of the regions they serve. Travellers today, especially younger demographics, seek out authentic, locally made products that tell a story and provide a sense of place.
Localisation in airport retail is no longer a niche strategy; it is an essential business approach. Airports that successfully integrate local brands, artisans, and cultural elements into their retail spaces create a stronger emotional connection with passengers, increase engagement, and drive higher spending. But achieving this requires more than just placing local products on shelves—it demands a comprehensive and sustainable ecosystem.
The Need for a Full Ecosystem
A robust localisation strategy requires an interconnected ecosystem where various stakeholders—local artisans, suppliers, retailers, airport authorities, and cultural institutions—collaborate to create a seamless and thriving marketplace. This ecosystem must be built on the following pillars:
Infrastructure & Accessibility: Airports must develop dedicated spaces that support local retail, from concept stores to pop-up experiences. These spaces should be designed to offer flexibility to local entrepreneurs while maintaining the high standards of airport retail.
Supply Chain & Logistics Support: Many local artisans and small businesses struggle with scaling production and managing the logistics of airport retail. Airports and retail operators should work to streamline procurement, simplify regulatory processes, and provide logistical support to ensure the smooth integration of local goods into their retail mix.
Marketing & Consumer Engagement: Simply stocking local products is not enough—airports must actively promote them. Digital touch-points, storytelling displays, and interactive experiences that highlight local craftsmanship enhance visibility and consumer engagement. Marketing efforts should extend beyond the airport, leveraging digital and social media platforms to build a global audience for local brands.
Curation & Quality Assurance: To maintain the premium experience expected in airport retail, local products must meet quality and design standards. This necessitates partnerships with curators, designers, and cultural institutions to ensure that the offerings are both authentic and commercially viable.
Sustainability & Ethical Sourcing: Travellers today are increasingly conscious of the environmental and ethical impact of their purchases. Airports can reinforce localisation efforts by ensuring that local products align with sustainable and fair trade practices, appealing to the values of modern consumers.
Finding the Right Commercial Model: A successful localisation strategy requires the right commercial framework that balances fair terms for local businesses while ensuring profitability for all stakeholders. Airports, retailers and local producers must work together to develop flexible leasing models, revenue-sharing agreements, and cost-effective entry points that support the long-term viability of local brands in the airport environment.
The Power of Supporting Local Creativity
At the heart of the localisation movement lies creativity. Airports serve as global gateways, making them ideal platforms for showcasing local artistic expression. Supporting local creatives—whether through retail, art installations, performances, or design collaborations—not only enhances the passenger experience but also strengthens the cultural and economic fabric of the region.
Investing in local creativity offers multiple benefits:
Economic Growth: By providing a platform for local businesses and artisans, airports stimulate regional economies and job creation.
Cultural Representation: Airports become cultural ambassadors, reflecting the unique identity of their home cities and offering travellers a deeper connection to their destination.
Brand Differentiation: An airport that champions local artistry and products stands out in an increasingly competitive landscape, offering an experience that cannot be replicated elsewhere.
Pioneering Airport Initiatives in Integrating Art
Several airport companies worldwide have embraced the integration of art and culture into their spaces, setting benchmarks for others to follow:
- Paris Charles de Gaulle Airport (CDG) : CDG features Espace Musées, a dedicated museum space within the terminal that showcases rotating exhibitions from prestigious French institutions, offering travellers an opportunity to experience fine art in transit. More: https://www.espacemusees.org/
- San Francisco International (SFO): SFO has a dedicated museum program featuring rotating exhibitions and permanent art installations that highlight local and global artists. More: https://www.sfomuseum.org/
- Amsterdam Schiphol Airport (AMS): Schiphol houses a branch of the Rijksmuseum, allowing passengers to experience Dutch masterpieces without leaving the terminal.
- Changi Airport (SIN): Singapore’s Changi Airport seamlessly blends art with its spaces, featuring interactive installations, kinetic sculptures, and even a butterfly garden to create a dynamic traveler experience.
- Denver International Airport (DEN): Known for its extensive public art collection, Denver International features striking murals, sculptures, and an underground light installation that engage visitors on multiple levels.
- London Heathrow Airport (LHR): London’s Heathrow regularly collaborates with contemporary artists to install temporary and permanent artworks, reinforcing a sense of cultural richness.
These airports demonstrate how integrating local creativity into airport environments enhances the passenger experience while fostering a deeper connection between travellers and the destinations they are passing through.
Conclusion
Localisation in airport retail is more than just a passing trend; it is a long-term shift that requires a holistic and sustainable approach. By fostering a full ecosystem that supports local creativity—from infrastructure to marketing to ethical sourcing—airports can deliver a richer, more meaningful experience to travellers while driving economic and cultural benefits for their regions. As the global travel industry evolves, those who embrace and nurture local talent will be the ones shaping the future of airport retail.
This mission aligns with Art/Port Studios, which is dedicated to transforming airports into cultural spaces by showcasing local artistry and fostering meaningful connections between travellers and the regions they visit.
