China Duty Free Group needed to establish a unified multi-category retail environment within Hangzhou Airport in China. The commercial objective was to elevate the duty-free presence by reflecting Hangzhou’s distinct identity and charm across seven individual stores. The spatial challenge required designing these separate locations so that they would flow into one another, turning the terminal layout into a cohesive walk-through retail journey.
We aimed to elevate Hangzhou Duty Free by translating the city’s identity into an integrated airport retail environment. Our goal was to design seven interconnected duty-free stores that serve as a continuous walk-through experience for travelers.
A city-inspired spatial journey transforming individual stores into a terminal walk-through.
Altavia executed the project through audit and market research, customer experience mapping, travel retail concept creation, and design development. The store design incorporates local structural motifs into an interconnected layout across seven duty-free spaces:
