This summer, our Director of Design Nick, was lucky enough to pass through Heraklion Airport in Crete and revisit one of our duty free projects, which opened in 2018. This time, he experienced it through the eyes of a tourist. While the layout and flow of the space remain exactly as we designed them, what stood out most was the powerful sense of Crete. From olive oil and honey to local skincare and sweet bread, the shop continues to offer a rich selection of Cretan and Greek brands.

Despite being over seven years old, the store still feels fresh. A timeless palette, thoughtful material choices, and a clear retail layout have allowed it to age gracefully while still delivering a strong sense of place.

And Heraklion is far from a quiet airport. In May 2025 alone, the terminal welcomed more than half a million passengers. A 2.5% increase compared to the same month last year. That growing audience means every design decision, every product on shelf, and every sense of place detail has an opportunity to make a real impression.

A Store That Feels Like Greece

Located in departures, this duty free space was designed to celebrate Greece, not just visually, but experientially. With Hellenic’s “Sense of Place” strategy as a foundation, our goal was to create a retail environment that offered travellers a final, authentic connection to Crete before takeoff.

The Cretian character is embedded in every element: the flooring pattern takes cues from traditional ceramic motifs, timber and artisan style shelving give warmth and texture, and digital displays bring a touch of modern storytelling. Together, these details create a retail space that feels rooted in its surroundings.

But it’s the local products and brands themselves that are the the stars of the the show. As they should be.

Greek Products That Travel Well

At the heart of Heraklion’s duty free offer is Hellenic Gourmet, a dedicated area that celebrates Greece’s rich food and beverage culture. Found in several of our Greek duty free designs, including Chania, Corfu and Athens, Hellenic Gourmet is a branded destination within the store that brings together the best of local culinary traditions. It is an experience designed to spotlight authentic flavours, regional producers and beautifully packaged products that are ready to travel.

In Heraklion, Hellenic Gourmet showcases a strong line-up of premium food and drink brands. Hellenic Grocery anchors the space with a selection of pantry staples such as extra virgin olive oil, baklava, sesame-coated cookies and traditional Greek sweets. With gift ready packaging and a strong focus on provenance, the brand offers travellers an accessible way to take home a true taste of Greece.

Terkenlis, one of Greece’s most beloved bakery brands, adds a sweet and nostalgic note to the offer. Known for its signature tsoureki brioche, the Thessaloniki-based brand is easily recognised by its bold teal packaging. It provides a comforting, indulgent send-off for Greek travellers and a charming discovery for those encountering it for the first time.

AgrecoFarms, based in Crete, builds on this sense of place with a farm-to-table collection that includes organic olive oils, wine, honey, and herb blends. Every product is made using traditional Cretan techniques and presented in rustic, tactile packaging that reflects the island’s agricultural heritage.

From the Messinia region, Navarino Icons brings together a refined edit of artisanal foods. Their offering includes fig marmalades, olive tapenades and thyme infused honeys, all crafted with care and rooted in regional storytelling. The packaging is both elegant and contemporary, making these items ideal for gifting or enjoying at home.

Goutis Estate completes the gourmet line up with a range of high quality extra virgin olive oils sourced from family run groves in western Greece. With sleek black and gold branding, the range balances modern design with traditional flavour, appealing to both local pride and global taste.

These brands define what Hellenic Gourmet is all about: showcasing regional food and drink with integrity, style and story.

Beyond the Hellenic Gourmet area, other local brands within the duty free offer represent different aspects of Greek creativity and traditions.

Korres, the internationally renowned skincare brand, takes centre stage in the beauty zone. With roots in pharmacy and botanical science, Korres presents a clean, contemporary apothecary look. The use of tiled fixtures and layered storytelling helps connect customers with the natural ingredients behind each formulation.

Together, these destination products create a connection to place and culture. Whether edible, wearable or giftable, each one enhances the sense of journey and gives travellers a lasting way to remember Greece.

Why Local Matters in Duty Free

There’s real value in offering travellers a sense of place through products. Studies show that 62% of airport shoppers actively seek out local items, while 70% say locally made goods make better gifts. Displays that reflect a destination’s culture are four times more likely to attract attention and engagement.

When millions of people pass through the terminal every season, details like these are far from small. Heraklion’s rising footfall presents a growing opportunity to celebrate local makers and deliver real retail impact.

The Airport as a Cultural Gateway

Duty free stores are often the last touchpoint before leaving a destination. And so incorporating local products allows that final moment to be memorable, authentic and personal. Taking a bit of your memory home with you. Celebrating the place and curating quality local products strengthens the idea of “Spirit of Place” and supports local economies by putting regional brands in front of an international audience.

Looking Ahead

As travel retail continues to evolve, we believe destination driven design will only grow in importance. In a world of globalised brands, it’s the local offers that helps the airport experience feel truly unique. To explore more about our Heraklion project and see how we brought this to life, read the full case study here ( https://thedesignsolution.co.uk/projects/heraklion-airport-2/