Cartier makes statement at DXB and BKK with latest boutique concept

By Luke Barras-hill |

Re-imagined retail. Above and bottom: Cartier at BKK; below: Cartier at DXB.

French luxury goods maison Cartier has partnered with Dubai Duty Free and King Power International to unveil visually arresting airport boutiques in Dubai and Thailand.

Located at Concourse B, Terminal 3 at Dubai International Airport (DXB), and Level 4, departures at Bangkok Suvarnabhumi Airport (BKK), the boutiques fuse tradition with modernity in a bid to accelerate Cartier’s footprint across major international airports.

On arrival to the DXB boutique, visitors are greeted by an external façade clad in a metal cut that evokes the decorative mashrabiya architectural style.

Inside, easy-to-navigate product zones blend into different categories for a seamless customer journey.

BRAND ‘FIRSTS’

Opened on 14 February, the DXB airport boutique is Cartier’s first in the Middle East.

It is accented by a combination of Cartier codes and local colours to emphasise the grandeur of the boutique, which contains features such as a fan-shaped panel paired with red-orange fabric and an interesting pattern, plus a central column that adds to the luxurious ambience.

Cartier says the ‘refined and impactful architectural statement’ of the new boutiques represent a ‘bold chapter’ for the brand in travel retail.

Elsewhere, guests can try luggage handle-inspired drawer handles, while a dedicated ‘icon bar’ allows time-strapped customers to access Cartier’s signature creations

Colm McLoughlin, Executive Vice Chairman & CEO of Dubai Duty Free, said: “We are very pleased with the opening of the new Cartier boutique at Dubai Duty Free in Concourse B of Dubai International Airport.

“By placing the traveller experience at the heart of its travel retail concept, Cartier has brought the airport retail experience to a new height. We are excited to continue working with Cartier to offer true luxury shopping experiences tailored to the demands of the modern travellers.”

At BKK, Cartier’s boutique – the product of a partnership with King Power enjoyed since 2004 – is located at the gateway post-customs after being moved on 1 March.

An imposing 40-meter façade is flanked by two wide entrances to welcome customers.

Inside, subtle Cartier hues are designed to create a warm and inviting environment.

In another first, this time across Southeast Asia and Oceania, the boutique boasts the full range of jewellery and watches under the maison’s female, male and unisex product offerings.

Antares Cheng, Chief Merchandising Officer, King Power added: “With Cartier, our longstanding partner, we proudly introduce the reinvigorated boutique at Suvarnabhumi Airport, which enables us to initiate contemporary conversations with clients as we continue to uphold our tradition of service in making travellers feel at home.”

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