New Fashion and Accessories Store Opens
Beyond Shades is operated by Ísland Duty Free, which runs the duty-free stores at Keflavík Airport. The store will operate on a temporary one-year basis and is intended to strengthen and diversify the terminal's retail offerings. Beyond Shades is in the terminal area formerly occupied by Eyesland.
Icelandic Design and International Brands
Beyond Shades emphasizes a wide range of accessories. Among other highlights, Icelandic jewelry from Sign and Sif Jakobs is featured prominently alongside a selection of well-known international brands in sunglasses and other accessories, such as Prada, Maui Jim, and Miu Miu. The goal is to create a store that appeals to a broad demographic of passengers and serves as a welcome addition to KEF’s current retail offerings.
We place great emphasis on strong collaboration with Keflavík Airport, and when this opportunity arose, we immediately saw exciting potential to create a new store in the space. Among other things, we want to highlight Icelandic jewelry and give it greater prominence alongside a strong selection of international sunglasses and accessory brands. We look forward to further developing Beyond Shades and welcoming passengers to the new store.
Liam Grundy Managing Director of Ísland Duty Free
More Diverse Retail Offerings for Passengers
The opening of Beyond Shades is part of a targeted effort to utilize the terminal's retail space effectively while creating room to evaluate new retail concepts. Operating on a temporary basis also provides an opportunity to observe passenger feedback and experience with the new offerings.
"Passengers traveling through Keflavík Airport are a diverse group, and we want our retail and service offerings to reflect that. Beyond Shades adds a new option to the terminal with a blend of Icelandic design and well-known international brands, while also giving us the chance to test a new concept. Temporary initiatives like this provide valuable insight into what appeals to passengers and help us further develop the retail offerings at Keflavík Airport," says Ómar Svavarsson, Chief Commercial Officer at KEF.
Work on the ongoing development of retail and dining offerings at Keflavík Airport is currently underway. As laws dictate, a tenders process for shops and food and beverage offerings at KEF will take place in the coming years. Beyond Shades will operate on a temporary one-year basis while the next steps for the future layout of the terminal's retail and dining areas are being developed.
