Maison Margiela will open a store in the atrium of Shanghai Hongqiao Airport’s T2 terminal, adjacent to the Lululemon store, with hoardings displaying images from the brand’s 2024 S/S collection. Many luxury brands have been expanding their retail networks in Chinese airports in recent years. Since 2019, LV has opened six airport stores in China, while Dior, Hermès, Gucci, and Prada are also accelerating their presence in domestic airports, expanding from Beijing, Shanghai, and Guangzhou to cities like Chengdu and Shenzhen.