GRAFT
Frankfurt Regionals
Ort
Frankfurt
Gebäudekategorie
Läden, Einkaufszentren
Bauvorhaben
Umbau
Jahr der Fertigstellung
2010
With more than 11 million hectares of woodland, Germany is one of the most forested countries in Europe. Now another tree has taken root in the Heinemann Duty Free shop in Frankfurt. Graft Architect’s office has brought a flavour of the forest to the regional products area – with an installation that is Made in Germany. With wines of the Mosel, marzipan from Lübeck, breakfast trays featuring German designs and foods that include frankfurters and apple wine, every traveller now has the last-minute chance to pick up a piece of Germany before they fly.
The dynamic tree installation, comprising layered discs of oak, rises up in the middle of the shop, catching the attention of shoppers. A leaf design for the floor is reminiscent of scattered autumn leaves. “Just think of the Black Forest, Grimm’s Fairy Tales and even the German oak. All of these are images and stories associated with our country around the world, and they represent the whole of Germany from north to south,” explains Bébé Branss, who heads the retail design area at Gebr. Heinemann. With its modern take on the woodland theme, Graft has created an open, flowing space – like a forest glade in which to linger amid the bustle of the airport.
“Every airport is unique. The designs are our way of acknowledging the distinctiveness of the various regions of Germany. Whereas the general display bays and product ranges are designed to raise the recognition factor for customers in Heinemann Duty Free shops, the Regionals zone acts as the unique selling point for each location,” says Bébé Branss. At each airport, Gebr. Heinemann collaborates with a reputable architect or design office when planning these zones. This is producing a series of outstanding structures that make every Heinemann Duty Free shop distinctive. At Hamburg Airport, for example, the architect Hadi Teherani created a harbour scene using lifebelts and bollards. Anyone flying from Frankfurt to Hamburg will be surprised at the different settings for Heinemann’s regional products – and browsing around the airport shops will be an experience to remember.
The dynamic tree installation, comprising layered discs of oak, rises up in the middle of the shop, catching the attention of shoppers. A leaf design for the floor is reminiscent of scattered autumn leaves. “Just think of the Black Forest, Grimm’s Fairy Tales and even the German oak. All of these are images and stories associated with our country around the world, and they represent the whole of Germany from north to south,” explains Bébé Branss, who heads the retail design area at Gebr. Heinemann. With its modern take on the woodland theme, Graft has created an open, flowing space – like a forest glade in which to linger amid the bustle of the airport.
“Every airport is unique. The designs are our way of acknowledging the distinctiveness of the various regions of Germany. Whereas the general display bays and product ranges are designed to raise the recognition factor for customers in Heinemann Duty Free shops, the Regionals zone acts as the unique selling point for each location,” says Bébé Branss. At each airport, Gebr. Heinemann collaborates with a reputable architect or design office when planning these zones. This is producing a series of outstanding structures that make every Heinemann Duty Free shop distinctive. At Hamburg Airport, for example, the architect Hadi Teherani created a harbour scene using lifebelts and bollards. Anyone flying from Frankfurt to Hamburg will be surprised at the different settings for Heinemann’s regional products – and browsing around the airport shops will be an experience to remember.
