US/Mexico border store operator, Baja Duty Free and Bloommiami have opened a bespoke Diageo store at the retailer’s store on the San Diego/San Ysidro border; which is supposedly the busiest land border crossing in the world.
The Baja Duty Free store offers imported and domestic spirits, beer, fragrances, cigarettes, confectionery, accessories and gift items. Baja Duty Free was established in 1989 and currently operate 10 duty free retail stores along the US/Mexico border.
The stores are located in the United States on the border crossings in San Ysidro, Tecate, Otay and Calexico, California, as well as Eagle Pass, Brownsville, Laredo and El Paso Texas.
The new Diageo store-within-a-store, designed and built by Bloommiami (a retail-focused design and production agency) opened this month and features Diageo’s most popular brands including Johnnie Walker, Buchanan’s, Bailey’s and Captain Morgan, as well as the brand’s luxury division, World Class.
The store design boasts ‘attention-grabbing, disruptive design elements’, insists Bloommiami.
“Bloommiami created a branded retail experience that brings to life marquis Diageo products in a high traffic location,” said Darin Held, partner at Bloommiami.
“The store-within-a-store concept has become very popular in the retail industry because brands can control the environment and incorporate specific brand touch points without incurring the expense of a stand-alone store.”
In a bid to create memorable experiences for consumers, the store’s main counter serves multiple purposes operating as a tasting bar, a multi-tiered product display, and a ‘digital media learning centre’, employing the use of iPads where customers can review drink recipes, flavour profiles and learn about the different brands.
As the busiest land border crossing in the world, the San Ysidro Port of Entry sees tens of thousands of people cross the San Diego-Tijuana border each day.