Backstreet’s back – and Düsseldorf Airport turns back time. 

Düsseldorf is expecting some big-name musical guests: the Backstreet Boys are back!

For the planned concerts from 25 September to 7 October, Gebr. Heinemann brings the spirit of the 90s straight into Düsseldorf Airport and turns its retail space into a real shopper's dream for fans.

And right in the middle: BlaueErdbeere.

We got to stage the retail space of Gebr. Heinemann to match the current Backstreet Boys campaign and make one thing pretty clear: the 90s are back – and not only in the music.

Disco ball? Of course.
Shop-window mannequin with a chrome mask? You bet.
Tube TVs? Three of them.

The supposedly old TV sets in particular have a lot more to them: to meet all the fire safety requirements at the airport, the tube televisions were completely gutted and fitted with modern, B1-certified monitors.

The real twist, though, sits in front of it: installed video cameras film the visitors and send the picture straight to the televisions. For a moment, the airport visitor themselves becomes part of the 90s staging – true to the period, in the look of an old tube TV. Selfie 2.0? More like Selfie 1998.

Another highlight is the chrome-vinyl cubes, whose many mirrored surfaces visually multiply the room and give the sales floor a futuristic-retro look.

To get the overall picture right, it didn't stop at the floor and the architecture either: blue floor films give the area a striking frame, while the columns in the "I love DUS" area were put on show with the current campaign design.

And so, in the middle of Düsseldorf Airport, a retail world came about between nostalgia, fan experience and modern brand staging.

Or to put it another way: Backstreet’s back, alright – and the 90s along with it.

Gebr. Heinemann is a retailer and a distributor in equal measure, and an expert in all distribution channels of travel retail. The company is present at airports and border crossings, on cruise ships and ferries, in aircraft and city-centre shops, and in diplomatic missions and special military zones. Gebr. Heinemann works directly with the world’s best-known luxury brands and has a broad assortment that extends from perfume and cosmetics through wine and spirits to tobacco products, confectionery and delicatessen, as well as fashion, accessories, watches and jewellery.