Highsnobiety and Zurich Airport announce Highsnobiety GATEZERO, a first of its kind new luxury retail and multi-channel hub bringing back the excitement of travel retail.

Opening its doors on November 15th, 2021 the experiential concept store will run for 6 months (until May, 15th 2022) and will feature a highly curated assortment of over 15 international brands covering 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. Furthermore, Highsnobiety’s own collection will also be available at Zurich Airport.

Next to the exceptional concept store, the space will host several immersive brand activations with unique experiential build outs, limited edition product drops and collaborations, and its very own GATEZERO print magazine, making the space an ever-changing platform to discover and experience brands and products in an extraordinary environment.

David Fischer, CEO & Founder Highsnobiety: “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 Zurich 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 120sqm space was designed in collaboration with renowned design agency Brinkworth Design, known for its work for Supreme, Selfridges, Rapha and End Clothing. With its open and seamless aesthetic, the design concept puts product at the center of attention and gives travellers the opportunity to explore and get inspired, right at the heart of Zurich’s Airside Center.

“We are very excited to deal with a company of that stature and are looking forward to bringing back the excitement of travel. 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”, Heidi Köpple, Head Commercial Flughafen Zürich AG.

This joint project moved forward despite the pandemic and was dear to both organizations. “Our collaboration with Highsnobiety benefits and strengthens the Zurich 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”, Coralie Klaus Boecker, Head Marketing & Digital Flughafen Zürich AG.

Next to the physical activation within Zurich 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. 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”, David Fischer, CEO & Founder Highsnobiety.