Emporium Lounge at the Dubai International Airport is the result of the collaboration of Diageo GTME, Möet Hennessy, Dubai Duty Free, Dubai Airports and Le Méridien Group. They have come together to launch Emporium which is a luxury spirits, fine wines and Champagne retail store and bar at Dubai International Airport Terminal 3. The lounge has become the world’s largest single duty free sales location, and marks, according to the partners, “a new standard for the shopper experience in travel retail”.
The service area on the main concourse at T3 has been converted into the lounge has luxury retail space along with a contemporary stylish bar and experiential zones. Some 70% of sales are expected to come from retail, with the remainder from the bar. Emporium hosts a combined presentation from the Diageo Reserve portfolio of brands and the Möet-Hennessy portfolio of premium brands.
Dubai Airports CEO Paul Griffiths noted that in this ‘Trinity’ collaboration with airport, retailer and brand owner each one is playing a definitive role. The idea was to use this prime retail space to engage the customer, and make it an oasis of sorts at the airport for passengers, especially the many who have three to four hours here in transit.