Initiated in 2012, the pop-up stores located within the terminals of the airport have already benefited over 60 brands that have been able to test out and develop their offers to gain market share, some before growing into franchises. The airport is currently offering three locations, with one located in the landside area of the airport, and the other two in the boarding area, for an exceptional two-year concession, from 1 April 2022.
« This period corresponds to the terminal’s return to full activity, in line with the return of air traffic, both national and international. For the brands that will fill the positions, this is an opportunity to fully benefit from this upturn, with enthusiastic passengers in a comfortable environment enhanced by the health policy in place throughout the airport,” explains Filip Soete, head of the Commercial BU of the Aéroports de la Côte d'Azur.
An exceptional promotional opportunity
For the three brands that will be selected at the end of the call for tenders, Nice Côte d'Azur Airport, which was voted the world’s best commercial airport operator in 2018, will provide unique exposure. Over the last few years, passenger traffic has been composed of 46% high-income passengers and 57%.international passengers. With a unique service offering of 121 direct destinations, nearly 100 of which are international, including six long-haul destinations (Beijing, Dubai, Doha, Kuwait, New York and Montreal), Nice Côte d'Azur has emerged as the primary alternative to Paris in terms of air traffic. Furthermore, thanks to its location virtually in the city centre and its quick and direct connection to Nice by tram, shops located landside welcome increasing numbers of non-travelling customers who live or work nearby, accentuating the airport's attraction as a shopping centre.
A "sense of place" approach
For the Aéroports de la Côte d'Azur group, these temporary sales areas actively support its strategy of "giving travellers the most surprising shopping experience of all Europe’s airports". Central to this strategy is the notion of "sense of place". It means that businesses, in particular pop-up stores, must provide passengers with a differentiating, non-standard offer, conveying the values and know-how of the surrounding region.
"Nice Côte d'Azur Airport is intended to serve as a link between the Riviera and the rest of the world. More than a showcase, for young brands it provides a laboratory in which to test their identity, territory and environment in order to recruit new customers, and even ambassadors. We see this as a stepping stone, since we provide comprehensive support and promotion for these brands to our passengers to support their visibility and performance," explains Filip Soete, director of the commercial BU of Aéroports de la Côte d'Azur.
Located in the centre of the terminals 1 and 2, the next pop-ups will represent a complementary offer alongside the major brands, both national and international, that are already present.
The terms of the call for tenders
The contract will extend over a period of 12 months, from 1 April 2022 to 31 March 2024.
The deadline for submitting applications is 4pm on 29 September 2021.
To participate, simply register and create an account to download the tender documents at: