Is it worth flying specially to—or through—Dubai just to update your travel bags? Many think so, as the Louis Vuitton boutique at the airport’s elegant Jetex VIP Terminal is a rip-roaring success. The partnership with this go-ahead LVMH brand opened as a pop-up at the end of November 2022, but the pick-up has been such—double highest estimates—that it looks like it’s staying permanently.
What is there to lose? Fly into Dubai by private aviation and, while waiting for VIP immigration with a flute of Dom Pérignon 2012 in hand, choose which LV-covered wooden trunk (or trunks) best suit your needs. Flying out of Dubai, shop similarly, and it’s duty-free, both ways. The biggest of the trunks is the classic Malle Courrier 110. Not to worry about transport—private aviation has no restrictions on how much you can carry onboard. And when you get to your destination, a local Louis Vuitton boutique will add your initials and deliver the goods back to you within 48 hours, complimentary.
The Jetex boutique has two highly qualified Louis Vuitton specialists on hand 24/7. They advise on trunks, and also on a highly select range of fashion and accessories, and they do a jolly good job in selling kids’ colouring pencils—in Louis Vuitton cases and exclusive to Jetex.
Other items that metaphorically walk off the shelf are LV-branded city guides and pieces from Louis Vuitton’s own homeware collection, Objets Nomades. Perhaps your eye is attracted by, say, an LED Bell Lamp from the eccentric UK design pair Edward Barber and Jay Osgerby, appointed by Queen Elizabeth II as Royal Designers for Industry in 2015.
The Jetex VIP Terminal is like Dubai’s most exclusive private clubs. Over 1,000 passengers fly through the terminal in any 24 hours. They find what looks less like the usual airport terminal but a large white haven with curved lines, as if computer-generated. There are sleep pods, food and drink stations, and full conciergerie. And pop-ups too, from curated modern art displays to must-have retail. Over the festive season, for instance, Richemont entered the arena, with Piaget jewels starting at US$100,000. You might need yet another Louis Vuitton carry-on for all the shopping you’ll do.
All images courtesy of Jetex.
