CHINA. Italian luxury brand Moncler has relocated its store at Shanghai Hongqiao Airport Terminal 2, with the opening taking place on 30 September.
The new 85sq m outlet is directly operated by Moncler, in line with the brand’s travel retail strategy. Moncler said this allows it “to leverage its expertise in delivering an exquisite and tailored experience for travelling shoppers”.
The store is designed to create “an immersive Moncler experience”, with the brand’s black-and-white colour scheme and marble decorations deployed to create differentiation with the surrounding concourse in the T2 Central Area. The open façade is crafted to draw shoppers into the store, where mirrors are used to create a sense of space and immersion, said boutique agency 2.0 & Partners, which worked with the brand on the opening.
The offer features a broad Moncler collection designed for the needs of the Chinese travel shopper, added the partners.
2.0 & Partners Senior Executive VP Marco Passoni said: “Moncler has established itself as a leader in creating truly immersive brand experiences tailored to the unique needs and nature of the travel retail space. This newly relocated store in Shanghai Hongqiao is no exception.
“This is a stunning example of what brands can create when given the freedom to directly manage and craft their spaces to the needs of their consumers. We at 2.0 & Partners are proud to have played our part in bringing this vision to reality.” ✈
