Swiss luxury skincare brand La Prairie is officially re-opening its Zürich Airport boutique today (24 April). It is the first location to feature the house’s updated store design.
The 64sq m boutique is La Prairie’s largest travel retail space in Europe, and is located in the airport’s Airside Center retail concourse. The implementation of the new design was made possible with the support of Dufry.
The store design is being rolled out across La Prairie’s other travel retail locations, and has already been implemented at Bangkok Suvarnabhumi Airport, Beijing Capital International Airport, and the Four Seasons Macau hotel.
The Zürich Airport boutique features a consultation space, a digital, interactive product display table, and a private payment area behind a Mondrian-inspired divider for added privacy. It began operations on 10 April, and was featured in our ‘Image of the day’ web column soon after.
“We are very excited about the launch of La Prairie’s new store design and the accompanying updated visual merchandising, which we feel perfectly represent our quest for timeless beauty,” commented La Prairie Group Chief Marketing Officer Greg Prodromides.
“Nowhere embodies the essence of that timelessness more than La Prairie’s birthplace, Switzerland. Indeed, La Prairie’s new store design is inspired by the authentic, sophisticated elegance of Swiss Contemporary Architecture.”
La Prairie said the school of Swiss Contemporary Architecture was defined by Swiss architects as a style “at once raw and refined, deceptively simple in its execution, physically intense – imposing even – yet always in a poetic balance with the surrounding landscape”.
The brand said its visual merchandising aesthetic also integrated the school of Land Art, a conceptual approach rooted in nature. Wood and mineral elements, as well as natural and noble materials, are used to celebrate and respect the natural world.
Sculptures also feature in the store design and represent each of La Prairie’s key skincare collections.
