Heinemann Looklab
Neutral designed and delivered a state-of-the-art shopping experience for Heinemann’s LookLab at Copenhagen Airport. Conceived as a digital playground for beauty and fragrance, the concept was designed to test emerging retail technologies while catering to the expectations of technologically-minded travellers. The result is a high-energy environment that merges digital discovery with the physical journey of the modern passenger.
Task
To deliver an experimental retail environment that integrates emerging digital concepts to engage and inspire a new generation of travellers at Copenhagen Airport.
The primary objective was to move away from passive shopping and towards active engagement. In the high-traffic, design-conscious environment of Copenhagen Airport, capturing the attention of millennial travellers requires more than static displays; it necessitates a ‘reason to stay’. The challenge lay in creating a space that felt both futuristic and accessible, providing a seamless platform for customers to trial products through a lens of digital innovation and social connectivity.
To capture the attention of passengers in the Copenhagen terminal, we transformed the retail footprint into a ‘LookLab’. A centerpiece of this strategy is the LED ceiling installation, which bathes the boutique in dynamic light and synchronises with the surrounding digital displays to create a truly immersive atmosphere.
By aligning this architectural lighting with interactive touchpoints, we created a space that encourages both exploration and user-generated content. The installation features an architecture designed for the social media age, where the overhead digital canopy and suspended screens guide the customer journey through various discovery zones. This approach allows Heinemann to gather real-time data on engagement while providing a social, shareable experience that resonates with a digitally native demographic.
