By Marco Passoni
The iconic Dolce & Gabbana brand has opened a new store at Venice Marco Polo Airport. Not only is this yet another example of the enduring and growing power of luxury in this market, but this boutique is a perfect example of how to deliver a true brand experience in an airport setting.
The key ideas here are a recognisable brand experience, which translates seamlessly from the online and domestic markets, but which also offers something tailored to the unique aspects of travel retail.
Having stepped inside the new Dolce & Gabbana outlet myself a few days ago, I can say with confidence that this is how airport luxury should be done.
The store sets itself apart with a striking patterned façade which is disruptive to passing shoppers. It is instantly recognisable as Dolce & Gabbana so will engage both impulse customers and those who are seeking the brand out.
Inside, the striking marble designs continue to create a sense of true luxury as Dolce & Gabbana brings its unique and iconic brand experience to life. The company’s famous products are showcased in a galleria style, easily accessible to shoppers wishing to browse and discover. This makes the setup perfect for either those looking to indulge themselves in the brand experience and atmosphere, or those wanting to pick up something for themselves or a loved one.
What is clear is that product and experience are king here – as they should be. The space is easy for shoppers to navigate and fully immerse themselves in, but open enough that access is seamless for those in a hurry.
Indeed, the true magic of the store is that it has dedicated areas, defined by different decoration, which creates a space that shoppers can explore in, while taking a moment of calm away from the often hectic travel experience.
As befits a leader in the luxury sector, the offer from Dolce & Gabbana in store is deeper than just the excellent presentation. The brand’s clothing and accessories lines are featured alongside its new home range. This range is a new addition to the brand’s travel retail offer and also includes some of its jewellery releases. Such a move reflects the growing demand from shoppers who want more from the brands they trust. Increasingly, luxury brands are taking control of their wider offer and it is excellent to see Dolce & Gabbana showcasing theirs in travel retail here.
This store is just the latest example of the vital role luxury is playing in the rebuilding of travel retail and further cements the sector’s place as a driver of recovery.
Value is a key demand from shoppers in the market and that includes stores and brands which deliver ‘zero-value’ such as experiences and moments for shoppers. While these cannot replace the need for price in the wider market, luxury brands must be focusing on delivering their authentic brand experience with every outlet.
This new store is a perfect example of delivering a piece of the Dolce & Gabbana world in a way that perfectly suits the airport setting. Such achievements can only be attained through partnership and collaboration and we at 2.0 & Partners are pleased to have worked alongside Dolce & Gabbana to realise the brand’s vision.
The new Dolce & Gabbana store in Venice airport brings the brand to life and creates something unique and special for travelling shoppers – and that can only be good for the wider business.
