Connected display developed by WIPDesign for Tag Heuer

 

Tag heuer modular

At a time when digital shopping has radically transformed retail and luxury, we were appointed by TAG Heuer, the premium Swiss watchmakers to revolutionize the concept of luxury retail with a new retail concept.

 

 

source : Tag Heuer

 

Our challenge was to capture the unique, avant-garde nature of TAG Heuer brand for a new generation of consumers. The store encapsulates TAG Heuer’s vision of luxury, conceived as freedom and accessibility, and breaks down traditional barriers to create a direct connection with customers.

To achieve this we focused on the two extremes of the customer experience.  In its broadest sense, the store is about attitude – a blank-canvas environment for the brand to express through, with direct access to the street, moving façades and an innovative take on technology and connected displays. At the other end of the scale the focus is purely on the product.

 

Facade of the Tag Heuer Ginza Store

This binary approach informs the design throughout. Outside, the façade becomes a moving sculpture where full-screen moving image, texture, materials and reflections come together tell the TAG Heuer story. Inside, the product takes centre stage, presented through an innovative display that acts as a communication and engagement tool, developed by WIPdesign with technology by inventor Xavier Dietlin.

 

Connected display developed by WIPDesign

 

Connected display developed by WIPDesign

 

We developed the retail concept, customer journey strategy, external façade, interior design, lightning, furniture, display and merchandising. TAG Heuer’s opened in Japan on Monday 9th April 2018 to great acclaim. Over the following months the concept will be rolled out to TAG Heuer’s flagships in London’s Oxford Street and New York’s 5th Avenue

 

Entrance of the Tag Heuer Ginza Store

 

Ground-floor of the Tag Heuer Ginza Store

 

Basement-floor of the Tag Heuer Ginza Store

 

Stairs of the Tag Heuer Ginza Store

 

Stairs

 

Stairs

 

Sales lounge

 

Sales lounge of the Tag Heuer Ginza Store

 

Custom made furniture

 

WIPdesign-tagheuerginza-lounge3

 

WIPdesign-tagheuerginza-watchtray

 

 

Display: Xavier Dietlin
Display app: WIDE

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