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A New Horizon in Travel Retail

Horizon

2025

Retail

Horizon is a 2,000 square-metre duty-free destination at Algiers International Airport, marking Salvo Grima Group’s entry into the Algerian market through a stylish and strategic travel retail brand.

We provided solutions to Salvo Grima with

Brand

Developed in partnership with Gebr. Heinemann, Horizon offers an elevated shopping experience with perfumes, skincare, fashion, local products, and luxury goods, all under one unified and globally relevant brand identity.

Salvo Grima Group needed to introduce a brand-new identity that would stand out at an international airport and resonate with international travellers. This included naming, logo development, tone of voice, iconography, colour systems, tagline, marketing and in-store collateral that would unify the brand’s visual and verbal presence from launch onward.

To introduce a distinctive, world-class retail brand in a new market, the Commercial Creatives developed Horizon – a name that captures the essence of travel, anticipation, and limitless discovery. Concept Stadium crafted a full-spectrum identity system that blends emotion with function, giving Salvo Grima Group a brand that could stand confidently alongside globally recognised retail names.

The visual identity centres on a bold and dynamic icon inspired by three key elements: the sun’s rays symbolising energy and travel, a gift bow representing celebration and souvenirs, and a shopping bag to reflect the retail experience. The custom wordmark is modern, minimal, and elegant, ensuring standout visibility in a busy airport environment. A versatile colour palette led by coral red conveys excitement, and impulse shopping appeal, while black offers a touch of timeless sophistication. The tone of voice is elevated yet accessible, designed to connect with travellers worldwide. From signage to packaging and promotional assets, Horizon delivers a seamless, stylish, and welcoming brand experience.

When we set out to create a brand-new travel retail concept at Algiers Airport, we knew we needed more than just a logo, we needed a full identity that would stand out among international retail brands. Concept Stadium delivered ‘Horizon’. From the name itself, which evokes the spirit of travel and discovery, to the complete identity system, they brought our vision to life with thought, precision, and creativity.
Dermon Gatt – General Manager (International Business & Retail)