Sepang, October 14, 2014 - Heinemann Asia Pacific opens “be™ Duty Free”, a 1,240 square metres, cross category concept duty free store at Kuala Lumpur International Airport 2 (klia2). Also known as the “brand emporium”, be™ Duty Free is located at International Departure Level, just before the Sky Bridge leading to Satellite Building.
Opening 24 hours, the shop carries a wide range of brands specifically catered for travelers. Housing more than 200 brands and 4,000 products across multi categories including Perfume & Cosmetics, Skincare, Fashion & Travel Accessories, Toys, International Confectionery, Local Delicacies and Souvenirs, be™ Duty Free is designed to create different shopping experiences within the shop.
Max Heinemann, Chief Executive Officer of Heinemann Asia Pacific, said, “We embraced klia2’s brand principles of E.L.I.T.E. – Experiential, Liberating, Innovative, Thrilling and Ever-changing -- and went all out to create a truly fun and engaging retail environment, with many new discoveries every time. We are indeed very excited to open our first travel retail store at klia2.”
Puan Faizah Khairuddin, Senior General Manager Commercial Services, Malaysia Airports, said, “We are delighted that be™ Duty Free has chosen klia2 as the launch pad for its foray into Malaysia. I am confident that be™ Duty Free will provide a unique shopping experience to our travelers whilst underscoring klia2’s position as a lifestyle transportation hub.”
Inspired by the modern architectural design of klia2, be™ Duty Free’s store concept entails a futuristic ambience, with primer screens welcoming passengers at the main walkway, the shop further engages with animated colour changing entrance portals. The whole shopping experience is elevated the moment customers enter the be™ Duty Free shopping area. Carving up the shop into 4 main shopping areas, be™ Duty Free divides the vast assortment into eight key categories, catering to travelers’ needs.
‘be inspired’ (Perfume and Cosmetics) is the first shopping area travelers will see after immigration, with interactive “Gobo” flashing available brands at the entrance. ‘be inspired’ houses the top international cosmetics brands: Chanel, Dior, Estée Lauder, Lancôme and SK-II, providing a luxurious and welcoming shopping experience.
‘be beautiful’ (skincare and cosmetics) and ‘be alluring’ (fragrances), the second shopping area consists of popular beauty brands including Calvin Klein, Clinique, Chloe, Davidoff, M.A.C, Guerlain and Sisley catering to traveler’s gifting and travelling needs. With a dome-shaped skincare discovery pod in ‘be beautiful’, this area adds an extra dimension to the shop. Continuing the futuristic theme, two “fragrance tubes” are placed in the ‘be alluring’ fragrance area, allowing customers to experience fragrances in its ‘purest’ state, with no other interfering scents from the environment.
‘be playful’ (toys), ‘be sweet’ (candies and chocolates), ‘be indulgent’ (fine confectionery) makes up the third shopping area, showcasing the fun and sweet elements of be™ Duty Free. With brands like Barbie, Hot Wheels, Lego and My Little Pony at ‘be playful’ followed by confectionery brands like Godiva, Guylian, Haribo, Hershey’s, M&Ms and Ritter Sport, all under one roof.
A huge rocket playground sticks its nose through the ‘starry sky’ ceiling of ‘be playful’. Next to it, there is a dedicated kids’ friendly Lego play area allowing children to build their own Lego creations with a huge Lego ‘Yoda’ greeting shoppers at the entrance.
In the heart of the ‘be sweet’ area, a rainbow variety of Jelly Beans tumbles down into the dispensers below, creating a color feast for the eyes. The pick n mix station next to it provides a huge assortment of candies, a flavor for everyone. Peer into space through our air locks backwall windows and enjoy the experience with our resident Spaceman and Alien.
be smart’ (fashion and travel accessories) and ‘be local’ (local delicacies and souvenirs) contrives the fourth and last shopping area. ‘be smart’ area is split into the ‘adventure holiday’ and ‘beach holiday’ with a wide array of products like Bagllerina, Breo, Lomography, Pashma and Prada Sports. Travel accessories brands Flight 001’s shop in shop, is encapsulated in a life sized airplane fuselage, with animated screens in the windows to get passengers in the holiday mood!
Inspired by the famous local ‘Wau Bulan’ kites and iconic Petrona Towers, ‘be local’ area is rich with local elements of Peranakan prints and batik arts, creating a sense of place. Wood carvings are found throughout the store which includes subtle references to the be™ Duty Free logo. Carrying popular local food brands like Fung Wong, Ghee Hiang, San Shu Gong, and Cameron Highland tea, pair these delicacies with local souvenirs brands like Arch, myBatik and PETTGS, for the perfect gift!
In celebration of the official opening in October 2014, be™ Duty Free offers travelers at klia2 a chance to win a trip to their dream destinations by participating in the lucky draw. The contest will start from 14 October 2014 and ends February 2015.
be™ Duty Free is managed by Heinemann Duty Free Malaysia Sdn. Bhd., a wholly-owned subsidiary of Heinemann Asia Pacific Pte. Ltd.