Etherington Mas buys duty free

Etherington Mas Associates is to create a series of duty free points of purchase for Abu Dhabi International Airport, which wants to promote airport duty free sales outside of its existing outlet, in the summer.

The consultancy will present proposals to Abu Dhabi Airport Catering & Duty Free for retail locations and accompanying designs at the end of May. Implementation is expected to start at the end of August or beginning of September.

“We are looking at increasing spontaneous duty free purchases in high traffic areas within the airport, such as at arrivals areas and departure gates,” says EMA creative director Tim Etherington.

The consultancy was appointed without a pitch. The work coincides with its creation of a VIP lounge at Palma de Majorca Airport, which is expected to open by early September (DW 3 May).