The Nixon watch retail experience that's making waves
A retail store concept that broke boundaries.
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 activewear brand for surfers, freedivers and creatives - the next step in Nixon’s brand vision was to redefine premium watch retail design altogether.
Moving away from the traditional store design format of stuffy glass cabinets, we worked with their team to create a truly original customer experience design where the watches are lifted out from behind the glass. Not only did this break down barriers to product engagement in-store, it led to multiple visual merchandising and retail design awards for their synonymous ‘wave table’. Bringing the brand experience together, the interior design concept nods to surf shacks and skate culture throughout, creating a retail design identity that emotionally and subconsciously appeals to their target consumer.
A global brand experience with local relevance
Being the brand’s first global retail design concept, we created it with a purpose to achieve brand recognition and differentiation, whilst allowing each store to be able to localise it’s retail design language. Authentically connecting the brand’s retail experience with each city’s local sub culture, anywhere from London to NYC and Sydney.
Talk to the team about award winning retail design
If you're curious about how our London design studio creates award winning retail design concepts, let's talk. You can also head over to our work page to explore more of our creative customer experience designs and brand experience case studies. For the latest design insights and creative inspiration, read our Wonder blog or connect with us on LinkedIn today.