CHINA. In the run-up to Chinese New Year, Shanghai Hongqiao International Airport (SHA) has introduced a wide array of new shopping and food & beverage brands and concepts in the domestic terminal (T2).
As reported, the airport operator is celebrating the opening last week of a temporary Louis Vuitton store (which will be replaced by a permanent boutique in due course) within the luxury shopping boulevard in T2. The shop has already attracted large numbers of shoppers, SHA said.
As revealed by The Moodie Davitt Report, SHA is also hosting a tender for two luxury stores at Terminal 2 in a prominent position of the south end of the Luxury Brand Boulevard.
Also as reported, an expansive food & beverage ‘triangle zone’ has taken shape as part of a much-enhanced dining offer. Two Michelin-starred restaurants in the food hall area of the check-in hall will open in succession this year and Lavazza, a century-old Italian coffee brand, has recently joined the Hongqiao Airport ‘coffee culture circle’.
临近春节，上海虹桥机场商业热点不断：“跨年迎新购物季”吸引了旅客纷纷驻足流连。国际知名品牌路易威登（Louis Vuitton，以下简称LV）以充满艺术感的外立面重装亮相“一线品牌大道”，招来了大票粉丝。“南三角”美食廊整体成型，值机大厅美食廊区域两家米其林星级餐厅也将在年内陆续开业。百年意大利咖啡品牌拉瓦萨（Lavazza）焕新加入虹桥机场咖啡文化圈。经过数年来精心打磨，一座主打潮流文化、开放式、强体验的商业生态圈，正在虹桥机场蔚然成型。国际一线大牌、首店潮牌、环球美食集群入驻，给出行旅客提供多元化的商业选择和品质服务。
根据2021年上海市发布的《上海咖啡消费指数》，目前上海共有咖啡馆6913家，数量远超纽约、伦敦、东京等国际大都市，是全球咖啡馆最多的城市。这股浓郁的咖啡文化风，同样延伸到了虹桥机场。
After years of careful development, a high-quality commercial ecosystem is taking shape at Hongqiao Airport, SHA said. It is notable for a wide array of leading international brands; store debuts from hot and on-trend brands; and the creation of global gourmet clusters. This ecosystem provides travellers with diversified choices and quality services, SHA said.
Tapping into the city’s strong coffee culture has been key to the evolution of the airport’s burgeoning F&B offer. According to the 2021 Shanghai Coffee Consumption Index, Shanghai has 6,913 cafés – far exceeding the number in international metropolises such as New York, London and Tokyo, making it the city with the most cafés in the world.
根据2021年上海市发布的《上海咖啡消费指数》，目前上海共有咖啡馆6913家，数量远超纽约、伦敦、东京等国际大都市，是全球咖啡馆最多的城市。这股浓郁的咖啡文化风，同样延伸到了虹桥机场。
T2 also features Starbucks, Lavazza, Costa, Pacific, Luckin, HEYTEA, Italian confectionery and gelato brand Venchi, Mai Coffee and K Coffee.
High-end coffee houses such as Arabica from Kyoto, Japan each have their own characteristics, ranging from the selection of beans, to production methods, utensils, tastes and decoration styles. This diversity satisfies the needs of different consumer groups, SHA said, while providing passengers with a restful ‘third space’.
“Why do well-known coffee brands at home and abroad aim at this market ‘highland’? This is mainly because the proportion of business passengers at Hongqiao Airport is relatively high, and the passenger profile is highly consistent with the coffee houses’ targets,” SHA commented.
Although the pandemic is not over, new coffee brands are still approaching SHA. Canadian brand Tim Hortons will open this year, and well-known brands such as Peet’s and M Stand have also expressed a strong willingness to join the T2 line-up.
在虹桥机场T2航站楼内，汇聚了星巴克（Starbucks）、拉瓦萨（Lavazza）、咖世家（Costa）、太平洋（Pacific）、瑞幸（Luckin）、喜茶、Venchi、麦咖啡、K咖啡等10余家全球大型连锁咖啡品牌，也拥有%Arabica这样的来自日本京都的高端网红咖啡品牌。这些咖啡店从豆种选择、制作手法，到器具、口味和装修风格各有特色，充分满足不同消费群体需求。为旅客提供了工作、生活之外的“第三空间”。
为何国内外各家知名咖啡品牌，不约而同瞄准这块市场“高地”？这主要是因为虹桥机场商务旅客占比较高，旅客构成与咖啡目标消费者吻合度极高。虽然疫情还没有完全结束，仍不断有新的咖啡品牌主动前来接洽。据悉，Tim Hortons已经确定在年内开业，Peet’s、M Stand等知名品牌也表达了强烈入驻意愿。
Louis Vuitton enhances luxury allure
Passengers who fly from T2 will be “instantly captivated” by the new Louis Vuitton boutique’s glamorous exterior shortly after they exit the security area, SHA commented.
From a distance the blue curves resemble a woman’s handbag, while the undulating layers at the bottom lift up as if a three-dimensional curtain is slowly being raised to reveal a wide range of refined products. The boutique’s customised exterior, dubbed ‘Swirl’, signifies a bold vision of the future when travel is more convenient.
春节前夕，刚过虹桥机场T2安检的旅客，会被一座靓丽灵动的建筑吸引目光：蓝黛色的曲线，远观好似女士拎包，建筑底部层层波纹状掀起，仿佛一幅立体帷幕缓缓揭开，露出琳琅满目的商品。这是重装开业的LV虹桥机场店，由LV邀请国际知名设计师量身定制，取名“漩涡”，寓意对未来便捷旅行的大胆设想。
The visually alluring design demonstrates a close partnership between LVMH and the airport management team, SHA said. The store development also underlines the luxury group’s strong faith in the potential of Shanghai Hongqiao International Airport.
The first Louis Vuitton store was officially unveiled in 2020 with just the phase one work completed in order to shorten the pre-opening cycle. SHA pointed out that unlike downtown shops, airport retailers must comply with a wide array addition of strict safety and design requirements while also ensuring an impeccable interior and exterior layout that is consistent with the brand image.
优秀设计的背后，离不开LVMH集团与机场商业团队的精诚协作，也昭示着对虹桥机场未来的坚定信心。LV虹桥机场店在2020年开业以来，为了缩短准备周期，仅完成了第一阶段装修。相较市中心商场，这些店家在机场内装修改造，既要符合一线大牌的艺术感和工艺要求，又得满足严格空防安全和航站楼设计标准，要求会高出许多。
To make the project successful, airport management decided to adopt a new approach. They moved one-third of the Louis Vuitton shop’s business area forward while keeping the space behind closed off for construction, allowing both shop trading and construction to proceed normally.
To minimise the impact of construction on the shop’s daily operations, the team even deployed dedicated staff to help coordinate the different works throughout the project until construction was completed.
为此，机场商业团队跨前一步，开创性提出了“前店营业，后店装修”不停业施工模式。把营业区前移1/3，后端区域封闭装修，前后轮动施工，既保证施工不受影响，也满足不停业经营，确保旅客的购物需求。虹桥机场还安排专人做好各方协调，贴身服务装修全过程，让施工对经营的影响减到最低。
An innovative butler-style service concept has brought success to both Louis Vuitton and the airport, SHA noted. Despite a four-to-five month construction period, the store has generated exciting results characterised by steadily increasing average daily revenues and a strong conversion rate that loses nothing compared with Louis Vuitton’s downtown shops.
“The new artistic and refreshing look also reinforces the high-end shopping atmosphere of T2’s International Luxury Brands Boulevard,” SHA said.
体贴入微的“管家式”服务管理，换来了品牌方与机场方的双赢。尽管经历了四五个月的装修，但LV虹桥机场店日均营业额节节攀升，该店的进店购买成交率亦是毫不逊于市中心核心商圈店铺。装修后令人耳目一新的艺术造型，也让虹桥机场“一线品牌大道”高端购物氛围进一步彰显。
SHA quoted a recent Bain & Company report, which projected that China will become the dominant force in the global luxury market by 2025. With its premium location, high conversion rate, and particularly high proportion of passengers who fly business or first class, SHA has become a top market for global luxury brands, the airport company said.
A prime example is Kering Group’s flagship brand Gucci, which opened its first store at the airport last September. Gucci will continue to upgrade the location to deliver an ideal shopping experience for passengers, SHA said.
根据贝恩咨询报告，中国有望在2025年成为全球最大奢侈品市场。虹桥机场凭借良好的区位优势、行业领先的客流“进店转换率”、极高的高舱段旅客占比，成为国际一线大牌“兵家必争之地”。去年9月，另一家奢侈品巨头开云集团的头部品牌古驰（Gucci）开出了第一阶段店铺，并在后续亦将通过升级，给予旅客耳目一新的购物体验。
Against the backdrop of this booming luxury market, many international brands from the world’s largest luxury groups have shown a keen interest in joining T2, SHA commented.
The airport business team has pro-actively reached out to connect with such houses as part of a programme to open more shops directly operated by the brands themselves. “This model means that more product categories are covered and the shops are given stronger support from the brands, creating a premium shopping environment for customers just as with downtown luxury stores,” SHA said.
与此同时，各家奢侈品牌集团旗下其他大牌也纷纷表达了强烈的入驻意愿。虹桥机场商业团队主动接洽，希望更多大牌以直营模式入驻。直营模式，意味着种类更全的货品调控，力度更大的品牌方支持，让消费者获益更多，给予旅客与市区品牌店铺同样的优质购物体验。
T2’s Luxury Brands Boulevard now hosts 18 global brands, including Louis Vuitton, Hermès, Gucci, Cartier and Montblanc. It is expected that when the next round of portfolio upgrades is completed, over 70% of the shops will be directly operated by the brands. This will offer a density of luxury brands that matches anything that consumers encounter in the downtown shopping malls, SHA said.
如今的T2航站楼“一线品牌大道”，入驻奢侈品牌专卖店已达到18家，包括路易威登（LV）、爱马仕（Hermes）、古驰（Gucci）、卡地亚（Cartier）、万宝龙（Montblanc）等，在完成下一轮品牌调整后，超过70%店铺为品牌直营店，密集度堪比市中心核心商圈。
Top-tier F&B brands join T2 with nearly 40% making their airport debut
头部餐饮品牌入驻
近40%为机场首店
A large visual display has recently appeared on a wall that passengers easily notice when they are in the F&B Triangle Zone that lies at the south end of T2.
The wall features a variety of cartoonish culinary elements representing different cultures, from ramen to burger to chilli, each an important cultural symbol in their respective region. Right next to the wall is a popular bistro where diners have an alluring view of the planes parked outside, an ideal spot for photos.
在虹桥机场T2航站楼“南三角”美食区，最近出现了一幅大面积涂鸦墙。墙上绘满了色彩明快、风格鲜明的各国美食文化元素，有日本拉面、西餐汉堡、中餐辣椒等卡通造型。涂鸦墙隔壁则是可以看飞机的“景观位”餐厅，吸引了不少旅客在此用餐、打卡和拍照。近期，面屋武藏、Spicy Moment湖南菜和卡乐星等3家新店将陆续入驻“南三角”美食区。而涂鸦墙正是选取了这3家餐饮文化特色，邀请专业设计师“量身定制”，为年轻消费者打造沉浸式美食体验。
The custom-made design of the wall adds to an immersive dining experience and serves as a trailer for three restaurants that will open here soon: Menya Musashi, a Japanese ramen noodle chain; Spicy Moment, a restaurant that specialises in Hunan cuisine; and Carl’s Jr., an American burger brand.
As one of the two major dining areas, the triangle F&B zone now hosts some culinary brands that have not previously been available at domestic Chinese airports. These include Soup Delice, Din Tai Fung, and Venchi, nicely echoing the F&B and gourmet zone at the north end of the terminal.
As part of an upgrade to the north end F&B area completed in 2020, several brands were introduced in rapid succession, including renowned burger concept Shake Shack, making its Chinese airport debut. It has since been joined by Tai Hing, Dafu Dong, and Herbalance, openings that drew much passenger attention and buzz on social media.
“南三角”区域内，还汇聚了唐宫汤品、鼎泰丰、Venchi等多家国内机场首店，与“北三角”美食区等遥相呼应，成为深受旅客欢迎的两大餐饮汇聚地。2020年，“北三角”美食区率先改造完成，吸引了全球知名汉堡品牌昔客堡（Shake Shack）入驻开设机场首店，南小馆、太兴、大馥烧肉、彦悦山等餐饮品牌相继入驻，赢得了广大旅客和社交媒体的关注。
The airport business management team, backed by a precise analysis of consumer preferences, has been actively seeking to introduce top-tier restaurants and renowned passenger-preferred brands, SHA said. Since 2018, as many as 23 F&B brands have been introduced, making their respective debuts in Chinese domestic airports.
In July 2021, the first Din Tai Fung, previously not available at any domestic airport, was officially introduced. Thanks to the committed support of the airport business team, it took just three months for the restaurant to be fully fitted-out for opening, further enriching passenger choice alongside names such as Soup Delice (a well-known Cantonese restaurant under the Tang Palace umbrella), and high-quality deli food concept Baker & Spice.
虹桥机场商业团队根据旅客喜好需求开展市场调研，积极寻找并引进目标菜系的头部餐厅和旅客认知度较高的品牌。自2018年至今，已相继引入“首店”餐饮23家。去年7月，国内机场首家鼎泰丰正式入驻T2，在机场商业团队全力保障下，仅用了3个多月就完成装修如期开业。与知名粤菜品牌唐宫汤品、优质西餐品牌Baker&Spice成为备受旅客青睐的用餐选择。
Note: The Moodie Davitt Report has recently relaunched its FAB Newsletter. This regular newsletter features highlights of openings, events and campaigns from around the world of airport and travel dining.
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