Fine jewellery and heritage watch brand Bucherer launched a pop-up concession in Selfridges’ Wonder Room, as part of the brand’s continued global expansion and increased retail presence within the UK market.
We are proud to have worked alongside Bucherer to create an immersive concession that celebrates the brand’s rich heritage, with modern aspects to engage today’s consumers.
The design solution needed to be attention grabbing and enticing enough for browsers to engage with the pop-up and become immersed in the brand, whilst bringing to life the many facets of Bucherer’s offering – from its simple ‘Daily Treasures’ to its most exclusive and ultra-luxury hero pieces.
We worked with their team to design a retail concept that strikes a careful balance between heritage and the contemporary; that remains luxurious yet inclusive; and is appealing and relevant to both male and female audiences.
“This is a fully interactive pop-up that resonates with Bucherer’s key brand pillars, drawing out all the intriguing, charming and unique facets of the brand to create a consumer experience that resonates.Michael Sheridan
Key design qualities included use of Bucherer’s iconic navy palette – as much a part of their brand identity as the vibrant yellow bags are to Selfridges’ –, and an emphasis on the superior craftsmanship and romance of the brand.
Since 1888, the Bucherer name has been synonymous with Swiss tradition, creativity and exceptional craftsmanship. As a nod to Bucherer’s craftsmanship, and unique position in Selfridges’ Wonder Room as a creator of bespoke pieces, the pop-up reflects aspects of the brand’s atelier in Lucerne and features a ‘Craftsman Corner’ and hand-drawn technical drawings on the Collections wall, showcasing the intricacy and meticulousness of the designs, and the skill involved in the creation of the pieces.
“Introducing the workshop element into the concession brings romance and a sense of story to the individual pieces being created. It offers a window into the artisan’s world.”Bucherer Spokesperson
To feature alongside the brand’s ‘Romance’ display of rings and other jewellery pieces, typically seen as declarations of love, our strategy team developed a poem that explores the gift of keepsakes to immortalise the truest and most tender of natural forces: Love. The handwritten poem is projected against the wall to give the display humanised and heartfelt edge.
The final design is a marriage of old and new: we worked alongside Bucherer to create a pop-up that educates consumers about Bucherer’s heritage, skill and craftsmanship, but with a contemporary flare, to communicate the brand’s history in an immersive and interesting way.
We wish Bucherer all the best with their launch into the UK market. Having enjoyed working with them very much, we have no doubt that there will be many more exciting moments to come.
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