Swiss luxury skincare brand La Prairie has introduced a new store design and visual merchandising at Bangkok Suvarnabhumi and Zürich airports.

The new store design incorporates a 14sq m counter at Bangkok Airport’s East and West terminals and a 10sq m counter at Zürich Airport, on level 1.

Au naturel: La Prairie’s new store design (pictured here at Bangkok Suvarnabhumi) celebrates the vitality and beauty of nature through the use of wood and mineral elements

The design is inspired by the raw, defined style of the school of Swiss Contemporary Architecture. It features commissioned sculptures that represent each of La Prairie’s key skincare collections to highlight the link between La Prairie and art.

La Prairie’s new visual merchandising aesthetic integrates the school of Land Art, a conceptual approach rooted in nature, and uses wood and mineral elements.

“Emotional experience”: Through its store design, La Prairie aims to transport customers to a place where time stands still

La Prairie Chief Marketing Officer Greg Prodromides said: “We are very excited about the launch of La Prairie’s new store design and visual merchandising in travel retail. This is, to us, a new brand statement, which we feel perfectly represents our quest for timeless beauty. And nowhere embodies the essence of that timelessness more than La Prairie’s birthplace, Switzerland.

“La Prairie’s new store design – developed internally by Stana Pijunovic, in-house Chief Architect at the head of a team of Swiss architects and designers – is inspired by the authentic, sophisticated elegance of Swiss Contemporary Architecture.”

Prodromides added: “In using the values of contemporary aesthetic movements in every aspect of its store design and visual merchandising, La Prairie elevates a transactional operation – that of visiting a stand-alone store or counter in order to make a purchase – to an immersive, emotional experience. La Prairie seeks to transport those who enter its world to a place where time stands still – to a place of sublime beauty that recalls the brand’s quintessential ‘Swissness’.”

*NOTE: Look out for an interview with La Prairie Group Vice President Global Travel Retail Laurent Marteau in coming days.