Swiss retail design specialist Retail Partners has created a complete store design for the European flagship outlet of Swiss brand Victorinox, which opens on London’s New Bond Street tomorrow.
Retail Partners won the contract in December 2007 after competing against two English groups and Zurich-based designer Pia Schmidt, according to James Dudley, creative director at Retail Partners.
The consultancy was briefed to create a completely new look by Victorinox – maker of the Swiss Army knife among other products – which it interpreted by creating a design with a strong product focus.
Dudley says a 10m-high case containing pen knives runs through the stairwell, and stretches through three floors of the building, which occupies 420m2 of retail space.
All of the interior features were prototyped in Switzerland and tested in a mock-up store.
Dudley sees his approach as a departure from Victorinox stores in New York and Tokyo. ‘We wanted to create a much more authentic brand identity through three dimensional forms and work with a smaller colour palette,’ he says. Victorinox plans to roll out the new design to the Tokyo and New York stores.