CHINA. Hongqiao International Airport is extending its already strong luxury focus with a flurry of high-profile boutique openings in Terminal 2 (domestic).
Tiffany & Co. opened an elegant boutique yesterday (1 October) with fellow LVMH luxury brand Loewe set to follow this month, in both cases marking their Mainland airport debuts.
Both are sited on Luxury Brand Boulevard, a 360-metre-long shopping strip that runs across the central part of T2. Celine opened its boutique in August – again representing the brand’s first airport shop in Mainland China.
In addition, Dior, Loro Piana, Bottega Veneta and Max Mara will open boutiques in the Luxury Brand Boulevard by year-end.
The Boulevard’s origins track back to 2011, when the airport company implemented a centralised brand distribution strategy. Within the same year, the newly established retail area had attracted over ten luxury stores, including Hermès’first airport boutique in Mainland China.
Since then, Hongqiao International Airport has continued to leverage its prime location, commercial resources and brand showcasing effect, welcoming more big names to join the stellar line-up at the Luxury Brand Boulevard. The zone now hosts 20 renowned international brands including Louis Vuitton, Hermès, Gucci, Cartier and Moncler.
The array of new boutiques will further enhance the Luxury Brand Boulevard’s appeal and brand diversity, an airport spokesperson told The Moodie Davitt Report.
“Terminal 2’s central axis is now lined with a string of elegant boutiques, with a top-tier brand density comparable to that of Plaza 66 and Shanghai IFC in downtown Shanghai,” the spokesperson added.
“After this round of additions, nearly 70% of the stores in the Luxury Brand Boulevard will be directly operated by the brands, bringing tourists the same top-notch services as their downtown businesses.
“The Luxury Brand Boulevard has undoubtedly shaped up to be one of Hongqiao CBD’s best shopping destinations.”
In the next development phase, Hongqiao Airport plans to extend the Luxury Brand Boulevard on both sides and continue to improve the offer. The further optimisation of the brand portfolio – particularly in high-traffic locations – will see the introduction of many luxury jewellery, watch, accessory, fragrance and well-known department store brands, the company said.
We’ll bring you more updates on the impressive expansion of Hongqiao’s luxury zone in coming weeks.
SCENES FROM EARLIER LUXURY OPENINGS IN TERMINAL 2
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