Bucherer is one of Europe's biggest watch and jewellery retailers, creating exquisite fine jewellery in the company's own workshops. We worked with Bucherer to design and launch their fine jewellery line for the first time in Selfridges, Oxford Street.
“We are insatiably curious and never stop asking questions. We take a strategic approach.”
The name Bucherer has been synonymous with Swiss tradition, creativity and the highest level of craftsmanship since 1888. The space lives and breathes the ethos of the brand, theatrical elements offer a look into its workings, from watching an expert diamond polisher to designing your own bespoke jewellery.
What unifies a great brand is that it starts with great storytelling, the story is the departure point. Bucherer celebrates the marriage of old and new, with love and unity at its heart, and we designed an environment to embody its rich history and heritage with respect for tradition and innovation at its core.
“If you want to make your consumer feel something, you have to know how to translate a brand into a physical space.”
The environment is interactive and ever-changing, articulating the craftsmanship and romance of the brand. Luxurious yet inclusive, it shows off Bucherer's iconic navy palette, a regal hue, vital to the concept, offset by accents of antique gold and natural wood throughout.
Deep-blue velvet totems with uplighting, glass showcases and base halo lighting. Handwritten notes are projected onto the wall to display personal poems, while a bespoke lounge is enclosed by frosted, faceted glass screens.
A Swiss maison, made to feel at home on Oxford Street.