SkyPlaza`s Hans-on - The Moodie Davitt Report

AIRPORT DEVELOPMENT • SkyPlaza
May 2007
SkyPlaza’s Hans-on
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The Moodie Report
May 2007
AIRPORT DEVELOPMENT • SkyPlaza
approach pays rich dividends
Hong Kong SkyPlaza is one of the world’s most exciting airport commercial
developments. The 35,000sq m aviation-themed mall has been built on an epic
scale, embracing many firsts for an airport setting. Martin Moodie toured the
complex recently with Airport Authority Hong Kong’s dynamic Dutchman,
Hans Bakker – and struggled to keep pace.
“W
e are selling an illusion and an experience,”
says Hans Bakker, waving his arms around in
theatrical style as he stands amid the sprawling,
epic commercial development that is SkyPlaza.
But the dynamic Dutchman, charged with driving Airport
Authority Hong Kong’s commercial vision, has turned
that illusion into spectacular reality. SkyPlaza, which has
enjoyed a soft opening over recent months, will be formally
launched in the coming weeks. It seems sure to transform
The Moodie Report
perceptions of what is possible in an airport setting.
The 35,000sq m aviation-themed mall offers a series of
firsts in retail, catering and entertainment – including
Asia’s largest 4D cinema and an Aviation Discovery Centre. Retail, spread over 15,000sq m, features over 134
stores; and there are more than 20 catering units, totalling
10,000sq m.
In addition SkyPlaza, which is located on the east side of
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AIRPORT DEVELOPMENT • SkyPlaza
May 2007
“I want a building that dances,” says Hans Bakker of SkyPlaza’s landmark design
the existing passenger terminal building (Terminal One),
will eventually house the second passenger terminal, a
coach station for cross-boundary routes, and a people
mover system linked to T1 and a new permanent ferry
terminal (SkyPier).
The integrated SkyPlaza development will provide office
space for business partners as well as for Airport Authority Hong Kong’s headquarters. And it forms the fulcrum
of SkyCity, a complex that houses a new international
exhibition centre (AsiaWorld-Expo), a nine-hole golf
course (SkyEagles, run by King Power), a hotel and the
cross-boundary SkyPier.
But the statistics and fact files don’t do justice to the
spectacle, nor to the vision. As The Moodie Report tours
the site with Bakker, his enthusiasm and passion for the
project is infectious. Lean and whippet-like, Airport
Authority Hong Kong’s silver-haired Commercial Director strides out with purpose, eager not to lose time but
equally keen to convey the magic of what is happening
here.
“The whole thing is about transparency, with a lot of glass
and natural light,” he says, describing the spectacular
vistas that dominate the facility, including a beautiful
wave-like ceiling and a constant, gleaming brightness.
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“We paid respect to the architectural statement of the
existing airport building, but we also sought to make our
own statement,” Bakker continues. “The design features
high ceilings and is very generous of space. It’s big and
bright, with the whole building surrounded by LED
lighting poles – these can provide 26 million different
colours, and we can make the building dance.” Additionally, lights in the floor lend a runway effect to the
interior.
One can almost imagine the moment in the design room
when Bakker was outlining his plans. “Not good enough,”
he might have said, “I want a building that dances.” Now
he has one.
“Detail is quality,” he says. “That’s why we put so much
emphasis on it. That’s one of the nicest things about this
job – you can see things happen. But you can never stop
and dwell on it because you’re always thinking about the
next thing.”
Summing up the new facility, he says: “We are more
than an airport – not just from a business module point
of view, but also in terms of consumer experience and the
development of non-aeronautical revenues. Those have
to go hand in hand. We have that in common with the
brands.”
The Moodie Report
AIRPORT DEVELOPMENT • SkyPlaza
May 2007
A feast for the senses: SkyPlaza offers some stunning sights and sounds – plus an eclectic commercial offer
SkyPlaza’s unique commercial mix is the fruition of an
unprecedented global ‘road show’. Over several months
Airport Authority Hong Kong pitched the merits of the
new complex to brands and companies around the world,
as well as taking exhibition space in
trade shows such as TFWA Asia
Pacific, before finally awarding the
space last year.
complete there will be a rail station, a facility for crossborder coaches, and the SkyPier ferry terminal. Then, of
course, there are cars, taxis and of course air traffic – and
knowing Hans Bakker one shouldn’t discount the
prospect of a submarine terminal,
a rocket launch pad or a landing
point for hang gliders.
“We filled all the
product columns
and all segments
of the market”
Bakker demanded “really innovative concepts” and got them – by
the score. Walking around SkyPlaza is a feast of the senses – great
aromas from the food & beverage
outlets, stunning sights everywhere, and some amazing sounds
(in the Aviation Discovery Centre
a sensor is triggered as you enter, prompting the noise of
jet engines and the noise of the wind).
It also offers what Bakker describes as a “fusion point” of
different modes of transport. By the time the facility is
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The commercial offer is eclectic,
but Bakker says there has been a
strong retail emphasis on lower
to mid price-points. That’s
because of the heavy passenger
base from Mainland China. The
one-price concept Bijoux Terner,
for example, looks to be a surefire winner. But there are also
high-end brands, including Chanel and Frey Wille. “We
filled all the product columns and all segments of the
market,” says Bakker proudly.
SkyPlaza is also targeting local residents, meeters and
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May 2007
greeters and other international travellers with time on
their hands. “The whole building can survive without passengers from a retail and commercial perspective,” says
Bakker. Accordingly there are services such as dry cleaning, shoe repairs and key-cutting.
AIRPORT DEVELOPMENT • SkyPlaza
craft. “A lot of education is going on in here,” says Bakker.
Throughout the complex, the advertising – and there is
plenty of it – is geared to accentuating the SkyPlaza experience. “Flying or staying, you just can’t miss the shopping” reads one of several promotional messages.
Bakker says he is delighted with the take-up of the tenancy opportunities and with the diversity of the mix. “All
the tenants are making an extra effort,” he said. “They see
it not just as an outlet but also as a wonderful branding
exercise. Everything is sold out, and my team did a wonderful job.”
The tour is over and we return to the Airport Authority’s
offices nearby. As I scan the list of SkyPlaza’s tenants I
note there’s an Oxygen Bar. After the whirlwind tour
I’ve just had I feel I need it. But Hans Bakker requires no
such aid. He just draws on his indomitable spirit.
Several zones are featured: Gourmet Garden, Souvenir
Planet, Fashion and Trendy Concept, Cultural Lane,
Kids Kingdom, Travel Concept, Beauty Concept and
Personal Care, Convenience Court and Entertainment
Concept.
“Things move fast in Hong Kong; you have to be ready,”
he says with a chuckle, when I remind him of the pace of
SkyPlaza’s development from drawing board to reality.
That’s true, things do move fast, but not nearly as fast as
travel retail’s flying Dutchman. I
To walk them all takes us an hour. Yet as soon as we are
done, Bakker is away on another tour for a group of local
VIPs. “You could play a guitar on my calves,” he laughs.
His knowledge of each and every tenant and their likely
consumer appeal is impressive, reeled off without pause
– “That’s DHC, a fast-rising Japanese beauty brand”…
“Louis Quatorze, making its debut in Hong Kong”…
“Habibi Café, we even offer Halal food”… “Chow Sang
Sang [a local jewellery chain], the mainland Chinese love
this brand as they know they are buying genuine articles.”
And so on. Here is a man truly in love with his work.
We arrive in the Entertainment zone featuring the 4D cinema (called Asia Hollywood), the Aviation Discovery Centre and I-Sports. “Here in Asia Hollywood you can play
your own role in a [Bollywood] movie and even appear on
a DVD,” says Bakker, laughing with boyish enthusiasm.
“The whole philosophy is to give our passengers and visitors a total experience. We want to position ourselves as
the airport of choice of the Pearl River Delta.”
The 4D cinema has the biggest screen in Asia (64ft x 44ft,
equivalent to over four storeys in height) and features
simulators than can evoke wind, rain, snow, smoke,
smells, bubbles and lightning. “It could be used for a fragrance launch – you could smell it throughout the cinema,” says Bakker.
The Aviation Discovery Centre aims to enrich visitors’
knowledge of aviation in a fun, interactive environment.
It’s an enthralling place, highlighted by a flight simulator
that allows users to land at Hong Kong International Airport, or its predecessor Kai Tak, in the latest Boeing airThe Moodie Report
Shouting about SkyPlaza: the 4D cinema is the
centrepiece of the dedicated Entertainment zone
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May 2007
AIRPORT DEVELOPMENT • SkyPlaza
Hong Kong SkyPlaza – selected stores, food & beverage outlets and consumer services*
Gourmet Garden
The Baltic: Curry restaurant from Japan
Barbecue Plus: Cantonese BBQ speciality
Burger King: International burger brand
Chao Inn: Traditional Chaozhou style Chinese
cuisine
Czen: Speciality noodle concept from Korea
Double Star: Contemporary style café
Famous Famiglia: Award-winning US pizza chain
Green Cottage: Vietnamese restaurant
Habibi Cafe: A Middle East style restaurant
Hang Fa Lau: Traditional Chinese dessert
speciality store
Heineken Bar: Beer bar
Honolulu Cafe: Hong Kong style café
Itamae Sushi: Conveyor belt sushi
Morninghaz: Korean style coffee/bakery/fresh
juices/smoothies bar concept
Macao Harbour Restaurant: Portuguese and
Macau style traditional and modern cuisine
restaurant
Pret A Manger: Fresh sandwiches, coffee and
juices
Qian Shao Bai Wei: Innovative BBQ fusion
concept
QQ Rice: Healthy rice rolls and healthy drinks
Saint Honore Eatery: On-site bakery and café
concept
Sarangchae: Authentic traditional Korean cuisine
Sawasdee Thai: Authentic Thai fast food concept
Shanghai Lao Lao: Shanghaiese speciality fast
food concept
Tian Xia Dumplings: Speciality dumplings
concept
Wong Chi Kee: Traditional Chinese noodle and
congee
Souvenir Planet
Aji Ichiban: Packaged food
Bee Cheng Hiang: Asian jerky & snacks
Artisan: Souvenir store
Sweet Treats: Full range of confectionery
Kee Wah Bakery – Kee Gift: Traditional Chinese
packaged food concept
The Best New Zealand Shop: New Zealand
natural skincare and food products
Wing Wah: Traditional Chinese packaged food
and Asian delicacies
Wing Wah Wife Cake: Traditional Chinese
packaged food and Asian delicacies
Yeasun: Chinese silk, tea and arts & crafts
Kowloon Market: Full range of confectionery
Free Duty: Duty free wine, liqueur, liquor,
cigarettes and cigars
Beauty concept and personal care
Chanel: Prestigious fragrances and skincare
boutique with facial room
DHC: Popular Japanese skincare and cosmetics
brand
L’Occitane En Provence: French natural skincare
and fragrance products for men, women and
the home
Scent & Beauty: Multi-brand perfumes and
cosmetics store with focus on new brands to
HKIA
Mannings: Pharmaceutical and personal care
shop
OSIM: Health care equipment and health concept
OTO: Health care equipment and health concept
Detox & Oxy Bar: Aromatherapy oxygen bar
concept
Plaza Hair and Beauty Salon: Beauty salon
Cultural Lane
Amazing Grace: Asian souvenirs
Dragon’s Heart Elaboration: On-site handmade
stone stamp and Chinese handicrafts
Bamboo Garden Icy-Crispy Dragon Beard Candy:
Handmade candy complemented by traditional
Chinese tea and art concept
Exclusive: Innovative wine openers speciality store
Oriental Rich: Asian apparel and accessories
Dynasty Books: Internationally renowned books
and magazines brand mixed with culturalthemed products
Xquisit: Speciality gifts and souvenirs with East
meets West flavour
Kids Kingdom
Color Rich: Classic plush toy store
Crown Books: Children’s books
ELLA: Fashion accessories
Exploration Store: Children learning product
speciality store
Kaloo: French toys and children’s clothing store
new to Hong Kong
Kingkow: Children’s clothing and accessories
Michael’s: Children’s toys and books
Vi Vi Shop: Special capsule toy vending machine
store
Bossini: Children’s and casual wear
Travel concept
Rimowa: German luggage concept
Rolling Luggage/Tumi: Travel accessories concept
Victorinox: Swiss travel accessories brand
Travelex Worldwide Money: One-stop-shop for
insurance, travel and money exchange services
Convenience Court
AeON – SPOT: Finance services centre
Circle K: Convenience store
7-Eleven: Convenience store
RELAY: Internationally renowned books and
magazine brand
HSBC: Banking facilities
SKYphoto: Photo developing and imaging shop
Fortress World: Intelligent home appliances and
electronics concept
Far East Lockers: Locker facilities
Entertainment concept
4D EXTREME SCREEN: Asia’s largest 4D cinema
Asia Hollywood: A place to interact with movie
stars, e.g. chatting with favourite movie
character, manipulating scenes in animation
show, state-of-the-art virtual reality studio (Dblue screen) and act in a movie with given
manuscript (Cool Take)
Aviation Discovery Centre: A unique centre
to enrich visitors’ knowledge and
understanding on aviation-related elements in
a fun and interactive environment
I-Sports: One-of-a-kind interactive sports
simulators, e.g. Soccer Boy, Throwing Boy
(basketball), Smash Pingpong, Virtual Golf,
Crazy Beat (boxing), etc.
*For Fashion concept stores see Category Insight Supplement page 33
Nuance-Watson (Hong Kong)
operates five outlets in SkyPlaza,
including the concept store
Amazing Grace
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