Nuance-Watson (Hong Kong) and Giorgio Armani S.p.A. have jointly launched the world's first 120sq m Giorgio Armani travel retail boutique at Hong Kong International Airport (HKIA).

Nuance says that it represents the brand's first signature store to expand into travel retail worldwide, offering Giorgio Armani's signature women's and men's apparel and accessory pr?t-?-porter collections, presented on furniture which is part of the Armani/Casa collection.

The theme is intended to create an intimate personal space, with wardrobes and trunks showcasing the season's collections, where the defining material is handmade brushed silk panels. The floor, finished with gray stone panels, together with walls covered with gray fabric panels, creates a 'sophisticated ambience', according to Nuance.

The company added: ‘A shiny dark ceiling provides a dramatic yet comforting effect which is further enhanced by the lighting design that plays with shadow and light creating focal areas. Invisible recessed lamps, transformed into spotlights, trace the contours or aim directly at the garments and objects on display. A large men's and women's accessories area is located on the right side of the entrance.’

Commenting on the opening of the boutique, Giorgio Armani said: ‘I am very proud to open my very first Giorgio Armani Boutique in travel retail: this confirms that introducing apparel in addition to accessories into this market was an innovative move which turned out to be a concrete success. Moreover, Hong Kong International Airport is a one of the world's most important travel hubs and a prestigious location which perfectly matches the concept of my new Giorgio Armani boutique.’Armani has created an exclusive range of products which will only be available at this newly-opened location.

The company adds that this includes the following: ‘A new feminine pair of sunglasses produced in a limited quantity of 50 pieces and featuring 'Giorgio Armani Hong Kong International Airport’ engraved on the internal frame; The Montenapoleone Collection of writing instruments including a fountain pen, a ball point, a rollerball and a propelling pencil presented either in vibrant tones of red and white, or sophisticated shades of petrol green and black.

‘Only 50 pieces will be available at the Giorgio Armani boutique in Hong Kong International Airport and will be sold in a exclusive packaging: a box featuring an special number engraved on a silver tag, accompanied by a numbered card signed by Giorgio Armani;

‘And the Regal Collection of writing instruments, including rollerball, ballpoint, and traditional fountain models. Each single pen is produced in 199 units, out of which only 10 selected and numbered pieces will be available at the Giorgio Armani boutique in Hong Kong International Airport, which will be accompanied by a numbered card signed by Giorgio Armani.’

Alessandra Piovesana, Regional Managing Director of Nuance-Watson (HK) said: ‘We take pride that the Airport Authority and Giorgio Armani have given us the vote of confidence to open this unique boutique at HKIA as the brand's first signature store to expand into travel retail worldwide.

‘This global debut is a source of pride for our airport and our city, validating the dedication of our airport and the retail industry in support of Hong Kong in its prime position as 'Asia's Fashion City'. Nuance-Watson, in partnership with our brands, will continue our commitment to excellence with constant innovation so as to contribute our small part to boost Hong Kong retail industry and tourism.’

The opening ceremony held last week was attended by a number of dignitaries, including: Alessandra Piovesana, Nuance-Watson (Hong Kong) Regional Managing Director – North Asia; Ms. Carla Guiducci, Giorgio Armani Spa Travel Retail Manager; and Mr. Fabrizio Dosi, Giorgio Armani Hong Kong Ltd. CEO were joined by Mr. Marco Maria Cerbo, Consulate General of Italy in Hong Kong, The Consul – Deputy Head of Mission; Mr. Stanley Hui, Airport Authority Hong Kong CEO; Mr. Vincent Fang, Hong Kong Legislative Councillor (Wholesale and Retail); and local celebrity Ms. Vivian Chow.