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Nixon
NixonStrategyRetailCampaignsBrand CommunicationsFashion & ApparelUKEuropeAustraliaLondon

Lifting watches out from behind the glass

Nixon is a brand that is not afraid to push the boundaries of what’s possible. From its humble beginnings as a boutique watch line to becoming the go-to accessory brand for creatives and freethinkers, the next step in Nixon’s journey was to redefine premium watch retailing altogether. Moving away from the traditional model of stuffy glass cabinets we worked with their team to create a tactile customer experience where the watches are lifted out from behind the glass.

To overcome the challenge of security, we developed the ‘wave table’ mechanism which allows for secure but visually arresting merchandising. Collections literally ‘bob’ on top, on undulating plinths, creating a rhythm within the merchandising and a canvas for the Nixon story.
Sneaker wall style merchandising facilitates a more tactile experience where customers can interact with the latest watch collections.

Unleash your inner creativity with the Nixon customization bar where you can build a custom watch. Each customization bar is different with this one mimicking the construction of the undercarriage of a skate bowl – a direct nod to the brand's roots.

The workshop design nods to skate and street culture throughout.
Bespoke global window campaigns drive more traffic in-store.
To launch Nixon's Star Wars collection we created impactful graphics and 'lightsaber' window installations.
We took the concept to the heart of Sydney's surf culture on Bondi Beach.

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