Bosses of retailers including Harrods, Hamleys and Hugo Boss attended the launch of the tender process for the revamped retail offer at Heathrow Terminal 2 last week.
All contracts for the 134,550 sq ft of retail space are expected to be signed this year, ahead of opening in 2014.
The revamped terminal will become a hub of multichannel activity, said Heathrow owner BAA. It said the 52 retail unit development will make the most of location-based marketing alongside mobile and social commerce.
BAA retail concessions director Muriel Zingraff-Shariff urged retailers to think of airport shopping as a multichannel shopping experience where consumers could use the airport as a collection point or have purchases delivered to their homes.