18 January 2013
By Melody Ng in Kuala Lumpur
Eraman Malaysia has revealed details of its hugely ambitious plans for the upcoming klia2 low-cost terminal. The facility will be officially opened on 28 June to coincide with the launch date of Kuala Lumpur International Airport (KLIA) back in 1998.
The travel retailer held a presentation for its brand partners on 16 January at the MAHB-owned Sama-Sama Hotel (KLIA) to update them on construction progress and to present the proposed retail design concepts. The Moodie Report was on hand to document the countdown to a historic moment, as part of our extensive coverage of one of Asia’s most important airport developments.
klia2, touted by Malaysia Airports Holdings Berhad (MAHB) as the “next generation hub” of Kuala Lumpur, is scheduled for a soft launch on 1 May.
The June date, set by Malaysian Prime Minister Datuk Seri Najib Razak, will allow MAHB – a government-linked company (GLC) – to resolve any “teething problems” that arise following the May launch.
Eraman, the retail subsidiary of MAHB, will be the main concessionaire in klia2, operating 22 outlets (or 28 lots out of 225) which cover a total of 7,210.61 sq m. The commercial space dedicated solely to retail and food & beverage in klia2 (landside and airside combined) spans 35,200sq m (this excludes space for administrative offices and other concessions).
Referring to klia2 as a “coming of age” for Eraman after 20 years of airport retailing, Malaysia Airports (Niaga) Sdn Bhd General Manager Fawzy Ahmad said that frontliners will be referred to as ?osts’ and not staff, highlighting the level of customer service the terminal will offer.
All aspects of the terminal’s design, from building materials to lighting, right down to the cleaning soap used by the cleaners, are chosen to be as eco-friendly as possible. Claimed as the first airport in the world to receive Green Globe 21 (GG21) certification – the global Benchmarking, Certification and improvement system for sustainable travel and tourism – this is in line with KLIA’s Corporate Social Responsibility initiative to encourage activities that protect and preserve the earth.
Eraman’s “piece de resistance” for klia2, the 3002.69 sq m departure walkthrough emporium
The biggest highlight of Eraman’s klia2 offer – what Ahmad termed “the piece de resistance” – is the 3002.69 sq m Level 3 departure walk-through emporium, Eraman’s largest retail space to date. This space comprises a bar and three retail outlets selling chocolates, liquor, tobacco and fragrances, and is described as a “best of world” showcase in the new terminal.
The primary focus here, Ahmad noted, is on creating brand experience rather than selling products – interactive elements and ambience are key.
A canopy of LED lights adorn the ceiling, creating waves’ of light to present different moods, while a video wall runs the length of the entire emporium displaying promotional videos and graphics. Certain ceiling fixtures do double duty by providing both lighting and facilitating air flow.
Besides the video wall, brands have plenty of other marketing opportunities: the atrium in the middle of the emporium can be used for concourse promotions, while lightbox advertising can be implemented on the surrounding pillars.
Another major highlight for Eraman is the 1985.49sq m Level 2 arrival walk-through emporium, which comprises four retail outlets selling fragrances, liquor and chocolates.
Eraman’s Level 2 arrival walkthrough emporium spanning 1985.49sq m
Due to the shorter dwell time of arriving passengers, Eraman has designed this space to focus on selling, with more emphasis on products (category) than on brands. The first product category to greet passengers after clearing immigration is liquor, which is complemented by two sampling bars.
Confectionery, a well-known impulse purchase, is located next to the baggage carousel. The perfumes area will be dressed up throughout the year according to the different promotions.
On the food & beverage front, Eraman will open Nyonya House dedicated to Peranakan culture, adding a Sense of Place to the terminal. To ensure an authentic representation, the travel retailer has consulted the Peranakan Museum in Singapore. The space will also include retail, offering consumers a range of souvenirs and gifts.
As reported, adjoining klia2 will be the Integrated Complex, which comprises a transportation hub, car park and a shopping mall with 35,000sq m of commercial space. This privatised development is a joint venture between WCT Land Sdn Bhd (WCTL) and MAHB, which have a 70% and 30% stake respectively. Here, Eraman will open five outlets – three food & beverage and two retail.
Eraman celebrates its 20th anniversary this year, and plans are underway for a celebratory campaign following the opening of klia2.
Flying Nomad, Eraman’s inhouse fashion label
(Left) Nyonya House adds a Sense of Place to klia2 with its Peranakan-inspired decor; (Right) Eraman’s upscale wine and cigar offer accentuated by mood-based lighting and display.