Flughafen Zürich AG and German-based media brands and production agency Highsnobiety are to launch a new luxury retail and multi-channel hub, which the airport operator says will bring back the excitement of travel retail to Zürich Airport.

Opening on 15 November 2021, the experiential concept store will run for six months (until 15 May 2022) and feature a highly curated assortment of over 15 international brands covering seven product categories: ready-to-wear, watches, footwear, grooming products, accessories, eyewear and jewellery.

Collaborators and featured brands include: Acne Studios, Advisory Board Crystals, Ambush, Balenciaga, Bottega Veneta, Burgunder, Byredo, Comme des Garçons, Gucci, Hatton Labs, Jil Sander, MediCom Toy, On Running, Saint Laurent, Salomon and Sigg. Highsnobiety’s own collection will also be available at Zurich Airport.

Next to the concept store, the space will host several immersive brand activations with experiential build-outs, limited-edition product drops and collaborations and its own Gatezero print magazine.

David Fischer, CEO & Founder Highsnobiety said: “We always like to show up in unexpected ways and surprising places to push boundaries and drive innovation. Travel retail environments are full of luxury brands and products, but none of them focus on the new generation of luxury consumers like we do.

“New luxury is inclusive, value-driven and inspirational. Together with Zürich Airport, we will build a shopping experience that reflects just that and brings luxury brands to the airport, which have not been seen before in this kind of environment.”

OPEN AND SEAMLESS AESTHETIC

The 120 sqm space was designed in collaboration with design agency Brinkworth Design, known for its work for Supreme, Selfridges, Rapha and End Clothing. With its open and seamless aesthetic, Flughafen Zürich says the design concept puts product at the centre of attention and gives travellers the opportunity to explore and get inspired, right at the heart of Zurich’s Airside Center.

Heidi Köpple, Head Commercial Flughafen Zürich AG commented:  “We are very excited to deal with a company of that stature and are looking forward to bringing back the excitement of travel. Outside of airports, luxury brands are constantly reinventing their value proposition to stay relevant for a new generation of luxury consumers. Together with Highsnobiety, we want to continue our innovative approach in travel retail.”

Coralie Klaus Boecker, Head Marketing & Digital Flughafen Zürich AG said the collaboration with Highsnobiety benefits and strengthens the Zurich Airport brand positioning. “The take-over of the promotional space will create a sense of excitement, bringing surprise and delight to the passengers and thus enhancing our customer experience.”

Aside the physical activation within Zurich Airport, Highsnobiety will activate the space and experiential programming on its .com and social channels, reaching a community of over 50 million fans worldwide.

Fischer concluded: “We firmly believe that digital touchpoints outside the airport are key to speak to a new generation of travellers. For them, the shopping journey starts with digital content, not after the security check. Our joint goal is to make consumers show up at the airport half-an-hour earlier, because they know there is an exciting retail experience waiting for them that they can’t find anywhere else.”