Page 14 - Travel Markets Insider October 2021 Issue

INSIDER

Brookstone at Seattle-Tacoma International Airport (SEA) in the North Satellite

Hudson transforms Brookstone experience in North American airports

Hudson has unveiled the next- learning and wellness,” said Michael Massage, STEM, Tech Essentials, Travel
generation of Brookstone airport stores Levy, Senior Vice President and Chief Essentials, Tech Toys, Travel Comfort and
in North America. The new look, Merchandising Officer of Hudson. Wellness.
which Hudson shared in early October, “A big focus for Hudson has been Each zone in the store also features
underscores its commitment to reinvigorate expanding our merchandising assortment a prominent collection of Brookstone-
the brand after becoming its exclusive to create an all-encompassing shopping branded products that deliver the brand’s
airport retailer in 2019. experience, and our evolution of the best-sellers in all-new ways. New custom
Much more than an electronics store, Brookstone brand is just the latest example packaging creates an illustration of how
Brookstone now features a sleek, ultra- of how we’re innovating to successfully each product fits within today’s lifestyle
modern store design and expanded product deliver on these growth opportunities to – using contemporary product shots,
assortment, celebrating a differentiated serve the evolving needs of travelers.” expanded product information, and bold
shopping experience for the traveler, says The new store exterior is warm and design elements that are a nod to the
Hudson. inviting, blending soft ambient lighting innovation, essence, and authenticity of
Elements of the new, reimagined with signature shades of Brookstone blue. Brookstone.
Brookstone have been incorporated into the Inside, a spacious open floor plan and The redevelopment of the Brookstone
recent openings at Nashville International interwoven design elements encourage airport brand furthers Hudson’s strategic
Airport (BNA), Norman Y. Mineta San intuitive exploration and inspiration transformation of its specialty retail
Jose International Airport (SJC), Seattle- throughout the entire store. Combined with portfolio, with elevated brand experiences
Tacoma International Airport (SEA), and informational screens, hands-on product for modern travel. Hudson operates more
the Virgin Hotels Las Vegas, with plans to demonstrations from knowledgeable than 30 standalone Brookstone stores
open new stores with the full redesign in and Hudson team members, and other in airports and continues to expand the
the coming months. interactive touchpoints, the store is a fully classic brand into new non-traditional
“Brookstone is such an iconic name. immersive oasis for travelers of all ages. formats, including automated specialty
Our vision was to create a space that To further create the unique retail and Evolve by Hudson, a new shop-
would become the ultimate lifestyle and Brookstone experience, the store is divided in-shop store that blends a specialty brand
experiential destination for the whole into branded discovery zones. Modular experience with the accessibility of travel
family by blending the electronics fixtures within the zones allow for a essentials.
categories synonymous with Brookstone seamless transition of products. Product
with newer product categories like STEM categories include Audio, Luggage,

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