WH Smith International ‘books out’ airport

WH Smith International Travel has opened 10 stores across all four terminals at Singapore Changi International Airport.

With a combined area exceeding 1800sqm, the outlets range from 66 to 282sqm and have an international concept using visual cues to draw the customers’ line of sight into the store via architectural fins. These connect the store’s external brand fascia through to the customer-service desks.

Internally lit navigational signs help customers easily find different product categories.

Featured is a diverse book department with the latest and best-selling titles. Customers will also find zones for magazines, digital products, gifts and souvenirs, confectionery and WH Smith’s proprietary travel items.

“Securing the Singapore contract is a key strategic step for our Asian strategy, and we are proud to have been awarded all 10 stores across the four terminals in such a prominent airport,” says WH Smith international chairman Louis de Bourgoing. “In partnership with Changi, we have built a new upscale design.”

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