This store is the first store of Nixon brand in Europe. The store is designed by Checkland kindleysides. Although it is not a super watch store, its store lighting design is very attentive and uniquely interprets the value of the brand.
Founded in California in 1998, Nixon has grown from a small watch designed specifically for skateboarding to a premium accessory brand for the youth lifestyle market. The products are now distributed in more than 90 countries and regions, including travel bags, leather products and accessories.
"For the retail concept of the brand, we have created a 'horizon'. This store design allows us to interpret any space in a simple way, and become the pictorial of Nixon brand, so that we can show the views and products of Nixon brand in a bold and unique way."
"On the outside of the store, it is light matte to black, and then to the confident monochrome interior. The smooth black and matte gray concrete form a contrast, and show a horizontal line, which divides the space and cites a line through Nixon (wearer) The common line of Landscape: Ocean, mountains, parks, concrete jungle. The inspiration of space design is to pay tribute to surfing, skiing and skateboarding. In various sports environments, subtle changes have become our source of inspiration, and our store concept also contains the literal artistic expression. "
The use of photography and film strengthens the design concept of "Horizon", especially in the broadcast of "tide" films and other short promotional films with Nixon brand characteristics. These videos are broadcast on the large LED TV wall behind the store, providing an exciting background for watches and bringing the story behind the brand and its wearers.
The design of the store brings an immersive shopping experience. In addition to the subtle control of the concepts of ocean rhythm and liquidity, it is also related to the precipitation of product value. In the central display area of the store, the designer created a clever way to display watches, rhythmically displaying watches on the undulating white sculpture base. Some bases are submerged under the surface of a light blue water tank. They penetrate the top of the glass and use the light-emitting plate to cast light, creating a vision floating on the water.
This is also a different sales method from traditional watches, which are displayed behind the counter glass. Nixon believes that it is very important to make the watch easy to get, which can encourage customers to use the product with confidence.
The watch wall next to the display desk of the blue water tank is inspired by the display mode of large footwear stores. 100 watches are displayed on the colored glass matrix. Each matrix block is inspired by the original tools used to cast Nixon watch cases, so that customers can directly feel the process of manufacturing Nixon products.
The overall display wall adopts five embedded small spotlights to project warm lights to the middle. From the watch display area on the front of the store to the customized area on the back, it fell into the back space like a wooden packing box.
On the customization bar, customers follow the step-by-step guide of "how to design their own customized watches", and choose watch elements that highlight their personality from the palette of dial components to celebrate "California design, Paris customization". Choose your own unique watch elements from the combination of dial, strap, case and carving details. Before waiting for custom packaging, customers can watch craftsmen make watches in front of them.
The wall of the console is composed of plywood and punched steel nailboard, which has the industrial beauty of a temporary workshop, and also provides a reference for skateboarding and street culture. According to the "Horizon" design, the plywood part uses linear light, giving people the illusion of immersing it in water until it is horizontal.
Tom Jones, creative director of Nixon: "The new horizon retail concept makes us all very excited. Jumping out of the usually too chaotic retail environment, the new Nixon retail store is simple, bold and exquisite, bringing a more immersive and enlightening retail experience. This new visual language is combined with industry initiatives, such as sneaker Style Watch wall and glass visual display design, which clearly expresses the confidence and views of the brand. We believe that these new ideas will create Create a more inclusive customer experience, so as to establish a deeper connection with our products. "
