“Welcome home, welcome to Scandinavia” forms the leitmotif of the Heinemann Duty Free arrival shop at Oslo Airport, creating a distinctly Scandinavian shopping experience for arriving passengers. Regional references in both design and product curation translate a sense of place into the retail environment, setting new standards in travel retail.

With the opening of the terminal, the store became the world’s largest duty-free arrival shop, spanning 4,000 square metres. A key challenge was the restriction on advertising tobacco and alcoholic beverages under Norwegian legislation. In response, the concept places emphasis on high-quality materials and a warm, inviting atmosphere to create emotional appeal. Core categories were strengthened, and new zones—such as multimedia hot spots—were introduced to communicate seasonal promotions and activate the space beyond traditional product advertising.