CHINA. DFS Group and Maison Margiela this week launched a new concept boutique at Shanghai Hongqiao International Airport Terminal 2 – the fashion brand’s first airport store.
DFS described the grand opening on 10 June in the domestic terminal as a key strategic step in Maison Margiela’s global retail expansion.
The unveiling boosts DFS Group’s burgeoning airport duty-paid presence in Mainland China, enhancing consumers’ luxury travel retail shopping experience, the company said.
The 70sq m store is centred on the brand’s unconventional concept, which continues the spatial design language of Dutch architect Anne Holtrop while echoing the brand’s familiar ‘deconstructionism’.
The effect is to turn a calm and soothing creamy white display space into a comfortable and relaxing shopping journey. Customers are led through an artistic shopping landscape where they can enjoy the brand’s array of clothing, leathergoods and accessories.
The store’s architectural structure preserves the natural texture of the marble material, echoing the brand’s design approach of exposed lining with sculptural indentations, retaining a strong handmade texture. This reaffirms Maison Margiela’s artisanal spirit and aesthetics, DFS said.
The new Maison Margiela 2024 Fall/Winter women’s and men’s ready-to-wear, bags, shoes, jeans and trousers, small leathergoods and other lines are displayed to reflect the brand’s innovative spirit and avant-garde aesthetics. ✈️
