Lancôme and Helena Rubinstein develop a combined travel retail space at Dubai Airport through a project designed and produced by German shopfitter MOprojects. Located inside Terminal CBU12, the retail environment is conceived to maximize visibility, brand recognition and customer engagement within the highly competitive airport retail context.
The project addresses the specific requirements of travel retail design, where brands must communicate their identity effectively within limited spatial conditions while competing directly with other international beauty and luxury labels.
Travel retail design and airport retail challenges
Designing retail spaces for airports requires a different approach compared to traditional retail environments. Visibility, circulation, safety regulations and spatial efficiency become central elements in the development of the customer experience.
Within Dubai Airport, the project combines two luxury beauty brands inside a single retail area while maintaining a clear distinction between their respective visual identities. The layout allows both brands to coexist without visual conflict, creating a balanced and recognizable environment.
Brand identity through materials, colors and display systems
L’Oréal Travel Retail opted for a combination of customized retail furniture and dedicated display systems designed to preserve the identity of each brand.
Lancôme uses gold and black finishes for backwalls and freestanding displays, while Helena Rubinstein introduces a lighter palette based on white and cream tones accented with silver and gold details. The differentiation between materials, colors and finishes reinforces the positioning of the two beauty brands while maintaining visual harmony across the retail space.
Lighting design and product presentation
Lighting plays a central role in the project, particularly in the presentation of skincare and fragrance collections. Helena Rubinstein products are displayed inside illuminated showcases and circular LED structures integrated with focused spotlights.
Lancôme highlights its fragrance “La vie est belle” through crystal installations designed to increase visual impact, while the Absolue skincare collection is presented against a sculptural golden rose combined with digital screens displaying branded video content.
The project uses lighting, reflective materials and scenographic display elements to increase product visibility and attract customer attention within the fast-moving airport environment.
Beauty experience and interactive retail
The retail space also includes a dedicated beauty consultation area equipped with the Lancôme Shadefinder, a digital skin-scanning device designed to help customers identify suitable foundation shades.
The integration of digital tools within the beauty retail environment supports a more personalized and interactive customer experience while reinforcing the experiential dimension of contemporary travel retail design.
Shopfitting and retail production
The project is developed by MOprojects together with MOprojects Ltd and sister company Schwanekamp Interior, combining expertise in interior production and retail shopfitting. The company specializes in the development of high-end commercial interiors and customized retail environments for international brands.
by AN Shopfitting Magazine no.168 ©