Heinemann Asia Pacific says its new duty free store officially opened inside the new Kuala Lumpur International Airport 2 is the largest of its kind in Apac.

KLIA2 is the new low cost terminal serving the country’s most populous city, but it features vastly better shopping and dining facilities than the so-called premium service terminal nearby.

Heinemann has used the ‘be Duty Free’ branding for its new emporium, which totals 1240sqm in size and offers 200 brands and 4000 products across cosmetics, perfumes, fashion, travel accessories, toys, souvenirs and confectionery.

“We embraced KLIA2’s brand principles of E.L.I.T.E. – Experiential, Liberating, Innovative, Thrilling and Ever-changing – and went all out to create a truly fun and engaging retail environment, with many new discoveries every time,” explained Heinemann Asia Pacific CEO Max Heinemann .

It is German-based Heinemann’s first duty free store in Asia and it is working on winner more contracts in the region.

The store is designed to draw customers in with animated, colour changing entrances.

Inside, the store is divided into four distinctive areas – perfumes and cosmetics are housed within the “be inspired” area – the first retail area travellers see after passing through immigration.

Skincare and cosmetics are presented in a “be beautiful” area and fragrances in the “be alluring” section.

Toys are housed in the “be playful” and candies and chocolates – and fine confectionery – are presented in the “be sweet” and “be indulgent” sections respectively.

Nearby is an area children can create things from Lego.

Another section – “be smart” –  sells fashion and travel accessories, while “be local” offers local delicacies and souvenirs, creating the fourth shopping area.

Travel accessories brand Flight 001 has a store-in-store in this section, created in a life-sized aircraft fuselage.