Dublin Airport grew at a rate of one million passengers per year over the past decade. The airport is managed by the Dublin Airport Authority who are transforming their business to reflect the changing needs of travellers.
I-AM were asked to review the brand’s retail offer that was past its sell by date in terms of relevance to the modern airport shopper and the aspirations of the business. We were also asked to recommend ways to bring brand clarity to all future DAA retail formats at all its airport operations around the world.
I-AM created the name, The Loop, a new brand that offers travellers a totally new and welcome experience. The brand can now look to the world’s best retailers as its comparative set. The brand application includes seductive advertising campaigns, large-scale LCD billboards and a 150m sculptural navigational ribbon.