Abu Dhabi Duty Free revamp its brand

The new logo, which takes its inspiration from the iconic architectural design of the new Midfield Terminal Building (MTB), to be completed in 2017, uses colours and a dynamic design to express the welcoming hospitality that Abu Dhabi Duty Free offers to customers, and to create excitement for the unparalleled shopping options available. Its contemporary style aims to convey two concepts to business and leisure travelers- “the spirit of Abu Dhabi” and “the excitement of travel.” 

Mohammed Al Bulooki, chief commercial officer of Abu Dhabi Airports, said: “Abu Dhabi Duty Free has been part of Abu Dhabi since the 1980’s, and paired with Abu Dhabi Airports’ world-class passenger service, has been associated with an unrivalled travel experience.  Through its new identity, Abu Dhabi Duty Free highlights 30 years of evolution, and promotes its fresh and exciting plans as it moves to make its home in the Midfield Terminal Building (MTB).”   

“Within such a magnitude of a project, and frontage visibility that will be made available to brands, the commercial proposition for the duty free outlets and F&B offerings has to be in parallel in terms of innovation and passenger experience. Abu Dhabi Duty Free need to make sure that, whatever it designs and delivers, it will exceed passenger expectations.” 

“The new identity was developed in close collaboration and partnership with our concessionaires and represents Abu Dhabi Airports’ invitation to the world to experience one of the most exclusive airport retail and entertainment environments in the region.  As the passenger experience of Abu Dhabi begins at Abu Dhabi International Airport, Abu Dhabi Airports wants to leave a long lasting impression and provide visitors with a reason to return” he added. 

The vibrant new logo will appear on everything within the duty free environment including billboards and shopping bags. Passengers travelling during the holiday season towards the end of the year can look forward to a first of a kind sales promotion offering passengers various opportunities to walk away with exciting gifts. 

The upcoming Midfield Terminal Building (MTB), to be the new home of Abu Dhabi Duty Free as of 2017, has been designed to cater to over 30 million passengers a year and will provide a space of 28,000 square metres for duty free shopping, dining, relaxing and entertainment.