Biza – Alpha brings airport shopping into the 21st century

2nd May 2008

Alpha reveals Biza - a revolutionary new tax and duty free store concept.

Alpha Group Plc is set to radically re-define the UK airport shopping experience as it reveals the name of its bold new concept - Biza. The innovative concept launches with stores at Manchester, Newcastle and East Midlands airports in a phased approach across all three UK airports initially, with a full reveal scheduled on completion of the amazing 22,000 sq. ft. flagship store, at Manchester Terminal 1, in the early autumn.

Biza is specifically designed to deliver a step change in the traditional airport tax and duty free proposition and Alpha's objective is to build a truly consumer brand-led experience. The originality, creativity and vitality of the concept is characterised by the distinctive Biza brand identity, supporting an in-store experience that expresses the spirit and excitement of a journey by offering a balance of the expected and the unexpected.

Over the past two years, Alpha has been working closely with its business partners, including airports and suppliers, to develop a consumer focused premium brand to deliver a stylish, contemporary and effective retail experience that is aspirational yet inclusive for consumers.

The eye-catching Biza brand name was inspired by the desire to create an emporium or bazaar of interesting and seductive products while retaining an element of mystery and surprise. Biza's distinctive black and white identity echoes those qualities with the classic, sleek simplicity of the most sophisticated and prestigious retail brands in the best shopping locations worldwide. The Biza in-store experience is as innovative and memorable as the brand, with an interior design expressing a look and feel that is fundamentally different from the traditional tax and duty free experience. In fact, the Biza experience will be as original, exciting and memorable as its brand name.

Working from a brief to develop a consumer-focused brand identity and environment, the Biza store has been designed by the leading design consultancy HMKM. With experience in sector-leading projects such as NikeTown and Selfridges, HMKM brought clear and vital understanding of the needs of major brands on the high street and, most importantly, astute awareness of Alpha's consumers and their needs.

Every aspect of Biza's design and development is driven by the consumer, including not only the brand identity but also how people interact with Biza in store. This holistic approach includes the positioning within the terminal, customer flow, and the materials, finishes and colour palette selected as well as the distinctive carrier bag design and the complementary way staff are dressed to a style but not a prescriptive uniform.

Alpha's intensive focus on the fine detail of the experience delivers a new seductive and stylish Biza that will not only surprise but also seduce the consumer and enrich their whole airport experience.

Peter Williams, Chief Executive of Alpha, is passionate about delivering a revolutionary change in airport shopping, and comments: "Biza will genuinely push the boundaries of airport shopping, creating an experience that brings exciting, original design and establishes a unique brand in travel retail - exactly the characteristics that world class retailers consider to be fundamental”.

Picture - Biza – Alpha brings airport shopping into the 21st century