Gebr. Heinemann’s three-store concept dedicates more than 370 square metres to Icelandic products and adds self-checkout, digital guidance and collection services for travellers.
Gebr. Heinemann has completed the redesign of ÍSLAND Duty Free at Keflavík Airport, with three retail spaces combining Icelandic products, international brands and digital shopping services.
- Gebr. Heinemann has completed the renovation of three ÍSLAND Duty Free locations at Keflavík Airport following its takeover of the concession in spring 2025.
- The departure shop spans about 1,600 square metres, the arrivals shop about 2,000 square metres, and a third store serves the gate area.
- At least 30 percent of brands across the stores are Icelandic, with more than 370 square metres dedicated to local products, storytelling and brand experiences.
- The redesigned shops add self-checkout, digital shelf labels, Click & Collect, Reserve & Collect, webshop integration and other digital tools.
(NEWS) KEFLAVÍK, Iceland, 2026-Sep-12 — /Travel PR News/ — Gebr. Heinemann has completed the redesign of ÍSLAND Duty Free at Keflavík Airport, turning three airport shops into a retail concept built around Icelandic brands, local design references and a wider range of digital services for passengers.
The September 10 opening marks the end of a renovation programme that followed Heinemann’s takeover of the airport’s duty-free concession in spring 2025. The retailer had already begun operating under the ÍSLAND Duty Free name in May last year; the latest milestone is the completion of the broader store transformation rather than the start of duty-free operations itself.
That distinction matters because the new concept reflects a longer-term shift in how the airport is presenting retail to travellers. Instead of relying on a standard international duty-free template, the redesigned stores use Icelandic visual cues, locally made products and dedicated regional areas to make the shopping experience feel tied to the destination.
Three stores built around different passenger needs
Heinemann now operates a departure shop of about 1,600 square metres, an arrivals shop of about 2,000 square metres and a separate gate store. Together they cover the main duty-free categories, including beauty, spirits, tobacco, confectionery, fashion, accessories, gifts and convenience products.
The departures store is designed for browsing, with an open shopfront and several entry points. Its regional section, developed with Icelandic design practice Basalt Architects, draws on the country’s geothermal landscapes through a milky blue floor, a ceiling installation referencing steam and sculptural elements produced with 3D-printing techniques.
The arrivals shop takes a more functional approach, with broad routes towards baggage reclaim, prominent allowance information and a product mix led by liquor alongside beauty, confectionery, tobacco, gifts and travel essentials. A regional fixture introduces arriving passengers to Icelandic products, while a selfie point by Icelandic mural and street artist Juan Arctic adds another destination-specific element.
Depending on season and peak travel periods, between 120 and 160 employees work across the shops, logistics and back-office functions.
Icelandic brands gain more dedicated space
Local sourcing is one of the clearest features of the finished concept. According to the airport, at least 30 percent of brands offered across the stores are Icelandic, while more than 370 square metres is reserved for Icelandic products, regional storytelling and local brand experiences.
Four personalised Icelandic brand environments give local producers dedicated space to explain their products and reach international travellers. The approach builds on the original concession requirements, which placed strong emphasis on creating a retail offer that visibly reflected Iceland rather than feeling interchangeable with duty-free stores elsewhere.
At the same time, the shops retain a broad international assortment and introduce selected global brands to the Icelandic market. Jens Wolf, Heinemann’s Director Sales Nordics, said the aim was to balance local visibility with products and services that remain relevant to international travellers.
Digital services move further into the airport shop
The physical redesign is accompanied by a significant digital layer. Passengers can use self-checkout, digital shelf labels, Click & Collect and Reserve & Collect services, while webshop integration connects online shopping with the airport visit.
Interactive product-discovery tools and digital price and quota guidance are also intended to simplify decision-making, particularly for travellers unfamiliar with duty-free allowances. The result is a hybrid model in which the airport shop functions both as a traditional retail space and as the collection point for purchases planned before travel.
Sustainability becomes part of the fit-out
The stores also incorporate material and operational changes aimed at reducing waste and energy use. Regional fixtures produced by Nagami use recycled plastic, including material sourced partly from the ocean, while Omexco MINERALS wall coverings are made from recycled paper and fine mica.
Energy-efficient LED lighting and digital shelf labels reduce some of the resource demands associated with daily operations. Single-use plastic bags have been removed, and a Dopper water station operated with Isavia gives passengers access to free tap-water refills.
The completed redesign follows a concession process that moved Keflavík’s duty-free operation into private hands. Gebr. Heinemann’s own account of the 2025 transition describes ÍSLAND Duty Free as a wholly owned subsidiary created specifically for the Icelandic market and notes that the airport operation covers roughly 4,000 square metres across the three stores.
Max Heinemann, co-CEO of Gebr. Heinemann, said the company wanted the finished concept to combine its international travel-retail experience with a clear respect for Iceland, its people and its brands. For airport operator Isavia, the commercial objective is equally practical: Chief Executive Sveinbjörn Indriðason said a strong duty-free offer contributes to Keflavík Airport’s competitiveness while creating value for Icelandic brands and the wider country.
For passengers, the visible result is a larger sense of place in one of the most commercially important parts of the airport journey. For Icelandic producers, the redesigned shops create a more prominent stage at the country’s main international gateway, where local identity is being treated as part of the retail proposition rather than an add-on.
