The project challenges the idea of non-lieu of an airport and therefor the local sense: Hygge Copenhagen Experience concept intend to give an in situ identity to the shop.

The retail design focuses on the Local Sense: Hygge Copenhagen Experience concept. “Travelers like to sense where they are in the world. This is why we opted for a Copenhagen-styled shop concept, with strong local impulses and with the Danish recipe for happiness and quality of life: hygge”, defined here by a shop’s layout of three zones: "Joyful", "Nature" and "Re-think".

The "Joyful" area welcomes travelers with vibrant colors and bright light. The central walkway, which leads through the shop with its dark tones, is interspersed with colored strips in this area. In the "Nature" zone The color range is calm, with fresh greens and muted shades of brown. The material optics, convey a sense of untreated, dark steel. In the "Re-Think" zone, materials reminiscent of recycled metal or untreated wood predominate here. In fact, the philosophy of a responsible use of materials and natural resources also plays a major role in the shop's overall new design. For example, panels from the original shop were repainted and reused.

A highlight is the #looklab space, which gives the passenger exciting things to discover, such as interactive screens, make-up tutorials, and a selfie photobooth.

Overall the design intended to deeply characterize a shop and a place.