Bringing luxury home: Dolce & Gabbana at MXP

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It is always exciting to see a brand opening a new, own-brand store, especially in travel retail. Opening a store like this is writing a new chapter in the history of the brand and creating a new, unique and exciting touchpoint for shoppers to engage directly and have their brand experiences brough to life.

Done right, this create memories which last – and customers who last too.

Direct selling is, in my opinion, the best opportunity for brands in the modern market. That is as true for travel retail as for domestic and digital. Nothing except an own-brand outlet allows brands to ensure the experience and message are true to the brand; this is a location where everything can be tailored properly to the needs of both the space, the customer and the brand.

Nothing except an own-brand outlet allows brands to ensure the experience and message are true to the brand

This ideal is perfectly highlighted at the new Dolce & Gabbana store which has opened at Milan Malpensa Airport – or MXP, as it is known. We at 2.0 & Partners were delighted to play our role in the opening of this new shop, which puts an iconic luxury brand at the heart of the experience for travellers visiting Dolce & Gabbana’s home city.

This is a project which has truly created a piece of luxury for travelling shoppers.

As you approach the store, the large entrance is bedecked in eye-catching marble, exuding the luxury experience which shoppers will expect from their previous interactions with the brand. As I have discussed before on this blog, this is vital for brands (especially luxury brands) which want to deliver a seamless experience across every platform, as demanded by modern shoppers.

The interior draws shoppers in with a showcase of Dolce & Gabbana collections which can be browsed or bought; this is both a galleria of the brand’s excellence and an exclusive boutique where shoppers can take a piece of the experience with them.

20partners DG_MXP_2 Bringing luxury home: Dolce & Gabbana at MXP Journal  travel retail luxury

By getting this right, Dolce & Gabbana has seamlessly integrated itself into the experience of those passing through MXP. The store prolongs the Milanese experience for shoppers by providing the Dolce & Gabbana experience, a quintessential piece of Italian and Milanese luxury, for them as they pass through the airport.

These are the moments where memories are made and done right – as here – these stores can put brands and travel retail at the heart of that.

Creating these links and memories is a core part of what we do at 2.0 & Partners. We are honoured and delighted to share a long a fruitful partnership with Dolce & Gabbana, as the house expands its offer within the travel retail market. It aligns perfectly with our expertise as dedicated agents for the travel retail sector, helping brands to identify and make the most of the best opportunities to engage with this exciting market.

Stores such as this from Dolce & Gabbana in Milan must be at the forefront of the luxury sector’s plans for travel retail in 2022 and beyond. Shoppers are increasingly immersing themselves in travel to escape and enjoy life after two years in lockdowns. Travel retail has a vital role to play in delivering luxury, exciting and unique experiences – and no one can do that life luxury.

Stay true to your brand and bring that to life for shoppers. It has worked wonderfully for Dolce & Gabbana.

Marco Passoni has decades of experience in the travel retail sector. He has spent the majority of his career in senior leader positions throughout the market, including a 12-year tenure as CEO of a leading international Duty Free distribution company and a further 8 years running a retail firm that operated fashion mono-brand stores in several international airports.
Today, as Senior Executive VP and founding partner of 2.0 & Partners, he leads the company’s efforts in developing and innovating services which create new opportunities and partnerships for all members of the travel retail Trinity. A former elite-level sailor, with a World Championship to his name, Marco now spends much of his time airside, experiencing the changing travel retail industry first-hand, to better guide partners and clients on the best way to do business in this vibrant and unique market.