Pop-up Shops Spice Up Airport Retail Options

by Harriet Baskas

They’ve worked well in malls and on upscale shopping streets. Now pop-up retail shops and restaurants are becoming more common in airports. For London’s Heathrow Airport, pop-ups offer the ability to provide “seasonality and variety to passengers and the opportunity to test new concepts and brands,” said Hazel Catterall, Heathrow’s head of fashion. In addition to frozen yogurt in the summer, artisan chocolate at Easter, flip-flops and sandals during the summer and specialty gifts in the spring, “we introduce relevant popups to match the travel theme such as ‘BBC Doctor Who’ products during the program anniversary to coincide with the summer holidays,” said Iona Harper, Heathrow’s experience delivery manager.

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