DOHA, QATAR – Qatar Duty Free (QDF) celebrated the launch of Viale di Lusso, a new premium fashion avenue at the heart of the award-winning Hamad International Airport (HIA), introducing the world to a unique luxury travel experience, featuring an enhanced retail and dining portfolio and a number of global and regional firsts.
The Viale di Lusso official opening ceremony was officiated by Qatar Airways Group Chief Executive, His Excellency Mr. Akbar Al Baker, Hamad International Airport Chief Operating Officer, Engineer Badr Al Meer, and Qatar Duty Free Vice President Operations, Mr. Thabet Musleh. The Ambassador of Greece to Qatar, H.E. Mrs Eleni Michalopoulou, the Deputy Ambassador of Italy, Mr. Filippo Perzolla, and the Italian Embassy First Secretary, Ms Carlotta Colli, were welcomed as guests of honour.
Viale Di Lusso houses the first airport boutique in the Middle East for the renowned fashion designer Valentino, as well as prestigious designer labels such as Dolce & Gabbana, Fendi, Jimmy Choo and Pucci, elevating QDF's existing impressive collection of brands.
The Emporio Armani Ristorante and Emporio Armani Caffe’, world's first at an airport, add glitz to the Viale di Lusso, enticing passengers to indulge in culinary delights in a luxurious and relaxed setting. A Starbucks Reserve coffeehouse will provide coffee connoisseurs with unexpected creations and discoveries of rare, single-origin selections of unique roasts.
Qatar Airways Group Chief Executive, H.E. Mr. Akbar Al Baker, said: "At Qatar Airways Group, we know that the excitement and anticipation of international air travel begins the second travellers step through the doors of the airport and into an exciting, memorable, and fulfilling journey. This collaboration between QDF and HIA proves our continuous efforts to offer an unrivalled retail and dining experience for our passengers."
Engr. Badr Mohammed Al Meer, said: “Hamad International Airport is proud to launch Viale Di Lusso, a unique luxury avenue at the heart of the award-winning airport terminal, offering a suite of global brands joining its existing retail portfolio. As a diverse lifestyle destination of its own, HIA continues to curate memorable luxury and exclusive retail experiences for travellers, designed around their discerning tastes, convenience and wellbeing.”
Mr. Thabet Musleh said: "Viale Di Lusso represents another step in the delivery of QDF's mission to transform the retail and dining offer at HIA to ensure that we continue to raise the bar in travel retail globally, providing our passengers with a differentiated, memorable, and unique experience. It is an exciting period for us as we continue to grow and expand looking forward to further enhancing our retail and dining portfolio in the next few months."
Globetrotting millennial fashionistas, from iconic fashion destinations around the world, joined in revealing QDF's new avenue of luxury. Dressed in bespoke creations, showcasing unique sartorial inspirations from Africa, South America, the Middle East, and Europe, they accompanied guests in attendance of the ceremony on an exclusive tour of the high-end boutiques of Viale Di Lusso, which concluded with a food tasting at the Emporio Armani Ristorante and Caffè.
Across the last few months, QDF has undergone a complete transformation, unveiling a significant investment in transforming HIA into a premier global destination for international air travellers. In October 2020, HIA and QDF were voted as "Best Airport Voted for by Millennials" and "Best Airport Retail Environment", respectively, by the Travel Retail Awards 2020.