HONG KONG. Dufry has opened a Longchamp boutique at Hong Kong International Airport (HKIA) in partnership with the French luxury brand.

It is the first duty free boutique in the world to feature the Longchamp ‘personalisation station’, which offers customers the chance to add their initials to products.

Clear vision: Personalisation is a key feature of the store, which aims to blend tradition and modernity.

The store is located in the East Hall of Terminal 1 Departures. Trading commenced last week (25 July).

The collections of handbags, luggage and accessories, including Longchamp’s latest eyewear range, are being presented in a contemporary setting, according to Dufry, with “warm colours that exude a spirit of modernity and femininity”.

The boutique’s façade displays the brand’s visual identity and this is set against marble and wood textures with brushed brass and warm leather accents, the retailer said.

The materials were chosen to reflect Longchamp’s attention to detail, Dufry added. The interior displays have been designed to echo the boutique’s exterior.

Product offering: Longchamp’s latest eyewear range features alongside collections of handbags, luggage and other accessories.

“The HKIA store will be the first duty free point of sale worldwide to offer the personalisation service with the hot stamping machine, and premium product lines, including an exclusive selection of items,” said Dufry Global Head of Luxury Coral Clavero.

“Dufry values its strong partnership with Longchamp, which has been built on the basis of mutual trust and the satisfaction of a well done job in the industry. This enduring and collaborative partnership goes back over 15 years and accounts for a distribution network of over 25 points of sale, geographically spread around the world.”

Personalisation station: A hot stamping machine can add a customer’s initials to products.

Longchamp CEO Jean Cassegrain commented: “Airport locations have played a significant role in the history of Longchamp both as a point of departure and one of growth. This new boutique is an opportunity to connect with our clientele from around the world while paying tribute to our origins. We are happy to be growing our network in Hong Kong and strengthening the ties between our home, Paris and Hong Kong, two cities overflowing with energy and creativity.”

Above and below: More images from the new boutique.