La Prairie partners with Shenzhen Duty Free and DFS to open bespoke luxury boutique concept in Haikou Mission Hills

The ‘boutique-in-a-boutique’ concept highlights the brand’s revamped Platinum Rare Haute-Rejuvenation luxury skincare line, which was originally launched in 2020

CHINA. Swiss luxury skincare brand La Prairie has partnered with Shenzhen Duty Free and DFS Group to open a strikingly immersive retail space at the partners’ newly-opened downtown duty free retail complex in Haikou Mission Hills, Hainan.

As reported, the complex, which is located within one of Hainan’s largest and most popular leisure resorts in the Mission Hills Centreville shopping district, will be completed in phases over the next two years. It will eventually span over 30,000sq m of retail space and boast, among other highlights, the largest Beauty Hall in DFS Group’s global network.

La Prairie’s elegant 35sq m space was designed with a bespoke ‘boutique within a boutique’ concept, highlighting the brand’s refreshed Platinum Rare Haute-Rejuvenation Collection. It officially opened its doors on 28 February, while the Platinum Rare Haute-Rejuvenation in-store pop-up space will remain open for six months.

 The new boutique foregoes La Prairie’s signature cobalt blue colour palette for the bold fuchsia tone of the refreshed Platinum Rare Haute-Rejuvenation line

The boutique features a private lounge area, one-to-one skincare consultations and a multi-sensorial ‘Time Suspended’ room

The main boutique area offers one-to-one skincare consultations and a lounge area where visitors can discover La Prairie’s portfolio in a more relaxed and private environment. The store design showcases La Prairie’s Swiss heritage and features stone and glass fittings, anchored by a sleek table display.

The boutique houses the immersive ‘Time Suspended’ room, where customers are invited to discover the Platinum Rare Haute-Rejuvenation through sight and sound, including an exclusive musical score from British-German classical music composer Max Richter commissioned by La Prairie.

La Prairie said that the Shenzhen Duty Free and DFS complex serves as the perfect springboard to launch the revamped Platinum Haute-Rejuvenation Collection. The line of luxurious skincare products, first revealed in 2020, is ideally complemented by other luxury jewellery, fashion and beauty brands on offer at the flagship store, La Prairie commented.

The new La Prairie boutique is a luxury retail concept befitting the elegant shopping atmosphere at Shenzhen Duty Free and DFS Group’s Haikou Mission Hills complex 
The store signals La Prairie’s ambitions to expand its Chinese travel retail network, particularly in Hainan. It follows the brand’s boutique opening with CDF-Sunrise Duty Free at Beijing International Airport Terminal 2 in 2019, pictured above. Click on the image to read that story in full.
Hainan island has become a travel retail hot spot over recent years, buoyed particularly by the enhanced offshore duty free shopping policy introduced in July 2020. Click to open the February edition of The Moodie Davitt Magazine, dedicated to the Hainan market.

 

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