Aymeric Faucheux ǀ Director Buying & Merchandising ǀ Fashion & Luxury Retail ǀ Entrepreneurship
Category Manager, Luxury & Fashion
Qatar Duty Free, Doha, 2014-2017
Part of the Qatar Airways Group, Qatar Duty Free operates all shops and restaurants at Hamad International Airport (HIA)—Qatar’s sole international gateway.
HIA welcomes over 30 million passengers annually, serving as both a global aviation hub and a showcase of Qatar’s commitment to world-class architecture, design, and service. It extends Qatar Airways’ motto, “Excellence in Everything We Do,” into the airport experience.
While regional competitors such as Emirates in Dubai and Etihad in Abu Dhabi operate large hubs, none match HIA’s meticulous focus on detail and customer experience. The airport features striking modern art installations, some of the world’s best lounges, original restaurant concepts, and a retail layout and offer comparable to the finest luxury malls.
HAMAD INTERNATIONAL AIRPORT
From the iconic Lamp Bear by Swiss artist Urs Fischer greeting passengers in the main arrivals hall, to the whimsical artistic playgrounds by American sculptor Tom Otterness, and the recently added Small Lie by KAWS, Hamad International Airport is infused with world-class art at every turn.
Every detail of the airport has been crafted with taste, quality, and a refined sense of style—and the retail experience had to rise to the same standard, offering a selection that mirrors the airport’s unique blend of sophistication and creativity.
Esquire - The Gentlemen’s Boutique
CONCEPT STORES : ESQUIRE
Like many of the multi-brand concepts at Qatar Duty Free, Esquire was still just a name and an idea when I joined—only four months before the airport’s opening.
The brief was simple yet ambitious: “a multi-brand, multi-category store for the quintessential man.”
We curated a comprehensive offer that brought together the best of everything a man might need: from formal and casual apparel, footwear, and sportswear to sunglasses, fragrances, luggage, and electronic gadgets.
Esquire also became a pioneer in airport retail by being the first in the world to introduce brands such as Airdiem shishas, Taschen luxury books, and Pantherella socks, further reinforcing its unique positioning.
Junction - Brand Fashion Store
CONCEPT STORES :
JUNCTION
Junction was designed as the multi-brand store for a young, urban clientele. When I took on the project, the concept existed only on paper, with Lacoste as the sole confirmed brand.
To build credibility and attract customers, we curated a mix of anchor brands such as Diesel, Boss Orange, Lacoste, and Desigual, complemented by niche and trend-driven labels like JOTT (down jackets), Sunpocket (sunglasses), and 7 For All Mankind (denim).
A highlight of the project was the introduction of Fanilla Couture, a brand created by a local designer. Junction became home to her very first store, providing visibility that helped propel her career. She later expanded into major department stores across Qatar, and her Qatari National Day collections exceeded US $1M in sales.
Beyond enriching the assortment, Fanilla Couture brought a genuine sense of place to the store, giving transit passengers a unique connection to Qatar during their short stay.
Boulevard - Multi-Brand Fashion Accessories Space
CONCEPT STORES :
THE BOULEVARD
The Boulevard is the dedicated accessories store at Qatar Duty Free, offering a curated mix of women’s handbags and shoes alongside watches, jewelry, and accessories for both men and women.
The women’s handbags category was relatively straightforward to merchandise, as we already had established brands from the old airport—such as MCM, Furla, and Escada. However, the store design presented unique challenges, particularly with unconventional fixtures like a massive striped table positioned in the center.
Instead of seeing it as a constraint, we transformed this feature into a prime pop-up space, which brands could rent for maximum visibility and exposure, turning a design challenge into a commercial advantage.
CONCEPT STORES :
DETOUR AND IN-PLAY
Detour and In-Play were the final two multi-brand concepts to be completed, finalized shortly after the airport’s grand opening.
Detour was envisioned as an open-plan travel accessories store, but we deliberately avoided the predictable “luggage and neck pillows” formula. Instead, we curated a blend of classic best-selling travel essentials with a selection of fashion-forward apparel and bags, creating a more dynamic and attractive offer for travelers.
In-Play was designed as a multi-brand sports store, initially combining shoes, caps, and apparel with football jerseys and even a surprising range of hard gear—from rackets and balls to nets. Later, we adapted the concept into a dedicated FC Barcelona store to align with Qatar Airways’ renewed sponsorship, ensuring consistency between the retail experience and the airline’s global brand partnerships.
BOUTIQUES
The boutique layout of Hamad International Airport was carefully designed to reflect both luxury and accessibility, aligning with the passenger journey.
The luxury zone, located near the First Class Lounge, showcased some of the world’s most prestigious names, including Giorgio Armani, Hermès, Salvatore Ferragamo, Moncler, Chanel, Tiffany & Co., Rolex, Bvlgari, Burberry, Bottega Veneta, Gucci, Armani Junior, and Ermenegildo Zegna.
Closer to the Business Class Lounge, the “affordable luxury” section featured brands with broader appeal, such as Coach, Hugo Boss, Michael Kors, Bally, and Ralph Lauren.
This dual positioning allowed the airport to cater seamlessly to different passenger profiles, while maintaining a consistently premium retail experience.
Giorgio Armani Live Presentation at Qatar Duty Free_oGayFOlB3Ag_360p
GIORGIO ARMANI FASHION SHOW
The idea of hosting a Giorgio Armani fashion show inside Hamad International Airport was first conceived during a meeting at the TFWA Fair in Cannes. While the project came with unexpected challenges, it ultimately became a world premiere and a resounding success.
The runway extended from inside the Armani boutique out into the terminal, creating a dramatic stage that was both filmed and broadcast live online and across the airport’s giant screens.
To amplify the experience, fashion influencers were flown into Doha, joining local VIPs and a selection of First-Class passengers. Guests were treated to alcohol-free champagne, Armani chocolates, curated gifts, and personalized makeovers by Armani makeup artists, creating a fully immersive luxury experience.
This groundbreaking event not only showcased Armani’s collections in a unique setting but also positioned Hamad International Airport as a trailblazer in luxury retailtainment.