WHSmith’s 6,000-square-foot flagship at Birmingham Airport represents their commitment to revolutionising the travel retail experience, offering a comprehensive selection of essentials all conveniently housed under one roof. Gone are the days of frantic store-hopping; now, travellers can seamlessly obtain everything they need for their journey in a single, streamlined visit.

“From travel essentials such as health & beauty, food to go, and reading materials, to global tech brands and souvenirs – this store really does promise an unmatched convenience shopping experience for time-pressed customers. I couldn’t be more proud of both the end result and also the team’s hard work and meticulous attention to detail to create what is now our largest UK airport store for our partner at Birmingham Airport and our customers.” Andrew Harrison, Managing Director, UK Travel, WHSmith

This innovative store not only reflects WHSmith’s commitment to meeting the evolving needs of travellers but also serves as an example of adaptability in an ever-changing retail landscape. As traditional categories like News and Magazines experience a natural decline, WHSmith ventures into new territories, expanding its offerings to encompass Chilled Food, Health and Beauty, and Souvenirs. With this approach, WHSmith continues to redefine the concept of travel retail, setting new standards of convenience and accessibility for patrons at Birmingham Airport and beyond.

Prolight Design’s work to design and supply the complete lighting package for the latest flagship continues to utilise the highly flexible Global Trac Lighting Track in combination with the high-efficiency Dingo Pro Track Spot with premium light quality and high colour rendering to ensure the merchandise is presented in the best possible light. Furthermore, the Tron Linear system complements the ceiling feature that runs throughout the store for striking impact.