Airports used to be where passengers caught their flights. Now they have megastores with retailers keen to take advantage of such a large, captive audience.
Pop-ups are more in-your-face than normal shops, and are designed to disrupt the passenger flow and to gain as much exposure as possible for a new product release or seasonal promotion. Tiffany & Co’s latest effort in JFK’s Terminal 4 is a good example of how luxury retailers are rethinking their offerings.
— Patrick Whyte, Europe Editor
five Looks at Luxury
Coach Passengers Can Get Premium Amenities — For a Price: Even if they buy first class pajamas, an upgraded meal, and an amenity kit, coach passengers still won’t feel like they’re in a premium cabin. But at least some airlines are giving travelers the chance to buy up to a better experience. It’s cheaper than an upgrade.
Marriott Teams With Isrotel for a New Lifestyle Brand: More hotels are following Soho House’s lead and integrating members-only clubs into their business models. Whether this is enough to help a boutique brand like Publica Isrotel is something we’ll have to wait and see, but perhaps joining Marriott’s Autograph Collection can help.
Breaking Away From the Boutique Hotel Hype Formula: To avoid the sugar high and then the inevitable crash when launching a new property, brands need to adopt a mindset of reciprocity and be a participant, and not a drain on the artistic ecosystem of a city.
First Hotel From Retailer Muji Is Minimalist But ‘Anti-Cheap’: Like West Elm, Muji is blurring the line between retail and hospitality, and creating a hotel that functions like an interactive showroom.
Skift Europe Editor Patrick Whyte [email@example.com] curates the New Luxury newsletter. Skift emails the newsletter every Tuesday.