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Swiss army knife brand Victorinox’s new London flagship store makes a sharp brand statement

By Retail4Growth Bureau | December 02, 2022

The London flagship store features a new design concept, showcasing its industrial roots, while bringing together the Victorinox story, products and core values and integrating them with the shopping experience.

Even as Swiss brand Victorinox celebrated it 125th anniversary of its iconic Swiss Army Knife, it returned to London with a brand-new flagship store opening at 388 Oxford Street, featuring products across the full offering.

As the company says, the move to Oxford Street  reflects the brand’s growing influence in the UK retail space, whilst the new store with the revamped design concept brings together the Victorinox values of quality, functionality, innovation and iconic design with refined details.

The London flagship store features a new design concept, showcasing its industrial roots, while bringing together the Victorinox story, products and core values and integrating them with the shopping experience.

Personalization stations allow visitors to assemble their own Swiss Army Knife, and have it customized to their liking, whilst the other products are displayed in a manner allowing shoppers to engage and experience it.

Dalziel & Pow worked on the brand’s design concept bringing together elements of the Victorinox lifestyle and ethos whilst creating a modern, premium and inviting space incorporation technology and a tactile experience. The brand’s industrial roots are emphasized with brushed steel used across key fixtures and fittings. The brand’s connection to its Swiss roots and nature is amplified and interpreted into the design with floor to ceiling windows, allowing natural light to penetrate in, and natural birch wood playing a key role in the design with reeded plywood wood paneling wrapping internal areas of the store and drawing shoppers upstairs.

Darker accents and the brand’s signature red on the exterior of the building invite those passing by in, alongside interactive digital screens giving a playful element. Shoppers are greeted with a range of Victorinox products including travelgear, watches and fragrances to tickle all senses and are drawn upstairs by the spiraling glass and stainless-steel staircase to experience the range of cutlery and pocket knives on offer. The staircase delivers customers up to the iconic Swiss Army Knife showcase and personalization zone, with the shape reflecting the classic corkscrew design enhanced by mirrored ceiling over. Technology has been carefully incorporated to allow for an elevated shopping experience and allows the visitors to see all elements of the brand’s offering in action.

“I am thrilled with the new retail design. It authentically reflects our positioning as a premium brand and provides our customers with a unique brand experience,” says Carl Elsener, CEO of Victorinox, talking about the new store.

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