Talking to a new generation of luxury consumers: Highsnobiety and Zürich Airport partner in experiential concept store

SWITZERLAND. Highsnobiety and Zürich Airport today announced the launch of Highsnobiety GATEZERO, described as a first of its kind luxury retail and multi-channel hub designed to bring back the excitement of travel retail.

The experiential concept store will open its doors for six months from 15 November until 15 May 2022.

The store will feature a carefully curated assortment of over 15 international brands embracing seven product categories: ready-to-wear, watches, footwear, grooming products, accessories, eyewear and jewellery.

Collaborators and featured brands include Acne Studios, Advisory Board Crystals, Ambush, Balenciaga, Bottega Veneta, Burgunder, Byredo, Comme des Garçons, Gucci, Hatton Labs, Jil Sander, MediCom Toy, On Running, Saint Laurent, Salomon and Sigg. Highsnobiety’s own collection will also be available.

Adjacent to the concept store, a promotional space will host several immersive brand activations with unique experiential build-outs, limited-edition product drops and collaborations, and even a GATEZERO print magazine. All these factors will make the space an ever-changing platform to discover and experience brands and products in an extraordinary environment, the partners said.

Highsnobiety CEO & Founder David Fischer said: “We always like to show up in unexpected ways and surprising places to push boundaries and drive innovation. Travel retail environments are full of luxury brands and products, but none of them focus on the new generation of luxury consumers like we do.

“New luxury is inclusive, value-driven and inspirational. Together with Zürich Airport, we will build a shopping experience that reflects just that and brings luxury brands to the airport, which have not been seen before in this kind of environment.”

The 120sq m space was designed in collaboration with renowned design agency Brinkworth Design, known for its work for Supreme, Selfridges, Rapha and End Clothing. Based on an open and seamless aesthetic, the design concept puts product at the centre of attention and gives travellers the opportunity to explore and become inspired, the two companies said.

“We are very excited to deal with a company of that stature and are looking forward to bringing back the excitement of travel,” said Flughafen Zürich AG (Zürich Airport) Head Commercial Heidi Köpple. “Outside of airports, luxury brands are constantly reinventing their value proposition to stay relevant for a new generation of luxury consumers. Together with Highsnobiety, we want to continue our innovative approach in travel retail.”

This joint project moved forward despite the pandemic and was dear to each organisation, the parties said. “Our collaboration with Highsnobiety benefits and strengthens the Zürich Airport brand positioning. The take-over of the promotional space will create a sense of excitement, bringing surprise and delight to the passengers and thus enhancing our customer experience,” Flughafen Zürich AG Head Marketing & Digital Coralie Klaus Boecker.

Next to the physical activation within Zürich Airport, Highsnobiety will activate the space and the experiential programming on its .com and social channels, reaching a community of over 50 million fans across the globe.

“We firmly believe that digital touchpoints outside the airport are key to speak to a new generation of travellers,” Fischer added.

“For them, the shopping journey starts with digital content, not after the security check. Our joint goal is to make consumers show up at the airport half an hour earlier, because they know there is an exciting retail experience waiting for them that they can’t find anywhere else.”

About Highsnobiety and Zürich Airport

Highsnobiety is a brand dedicated to a new generation of “cultural pioneers”. Its mission is to discover and champion the best our culture has to offer, connect people through a love of style, and amplify a community of emerging creators.

Founded in 2005 by CEO David Fischer, Highsnobiety is a global business headquartered in Berlin with offices in New York, Los Angeles, London, Hong Kong, Sydney, Tokyo and Milan. Highsnobiety is a digital media and cultural consultancy at the intersection of style, art, design and technology, providing a platform for the brands and people.

Flughafen Zürich AG is the owner and operator of Zürich Airport. Its business model combines the professional management of large transport hubs with the administration of attractive commercial centres and real estate. Flughafen Zürich AG offers acclaimed shopping and dining experiences both airside and landside and operates the most successful shopping centre in Switzerland.

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