Zurich Airport and Highsnobiety yesterday (15 November) opened the latter’s first concept shop called Gatezero.

Travellers will be able to avail of more than 15 international brands from ready-to-wear, shoes, watches & jewellery, eyewear and beauty across a footprint in excess of 120sq m.

Labels on offer include Acne Studios, Advisory Board Crystals, Ambush, Balenciaga, Bottega Veneta, Burgunder, Byredo, Comme des Garçons, Gucci, Hatton Labs, IWC, Jil Sander, Loewe, MediCom Toy, On Running, Salomon, Sigg, Saint Laurent and more.

EXTENSIVE DIGITAL CAMPAIGN

In addition, limited edition releases and Highsnobiety’s Private Label Collection are available at Gatezero.

Heidi Köpple, Head of Commercial Centers, Flughafen Zürich AG said: “We are delighted about the partnership with Highsnobiety and the launch of the Gatezero project.

“Zurich Airport is setting new standards for a young target group of travellers and underlining its claim to innovative and unique concepts in travel retail. Gatezero will arouse curiosity and surprise our passengers. It will enhance the guest experience at Zurich Airport.”

The concept store opening, which has been months in the making, features several immersive brand activations from Highnobiety with experiential build-outs and Gatezero’s print publication, enabling visitors to discover and experience brands.

It is accompanied by an extensive digital campaign on highsnobiety.com and via social media with a reach of 50 million fans worldwide.

Highsnobiety describes itself as ‘a digital media and cultural consultancy at the intersection of style, art, design and technology, providing a platform for the brands and people’.

David Fischer, CEO and founder of Highsnobiety, added: “We firmly believe that digital touchpoints outside the airport are key to speak to a new generation of luxury travellers.

“For them, the shopping journey starts with digital content, not after the security check. Our 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.”

Gatezero was designed in partnership with renowned design agency Brinkworth, known for its tie-ups with Supreme, Selfridges, Rapha and End Clothing.

The luxury retail and multi-channel hub will run for six months until 15 May.

Photos source: Louise Melchior/Brinkworth.