Designing a Luxurious Watch Retail Experience
Creating a luxury watch store that appeals to a diverse clientele is a demanding task for any design firm. CallisonRTKL, a prominent global architecture and design company, embraced this challenge with the development of the Watches of Switzerland emporium located on Regent Street in London.
Conceptualizing the Space
The ambitious design features three levels, covering a substantial footprint of 17,000 square feet. Each floor is distinctly curated to provide a unique shopping experience, reminiscent of a high-end department store. Tom Pulk, a Senior Associate Vice President at CallisonRTKL, emphasized the project’s core concept: “one door, three stores.” This idea encapsulates the various shopping atmospheres offered on each level.
Breaking Down the Floors
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Basement: The Calibre Room
The basement, dubbed the Calibre Room, caters to customers looking for efficiency. It serves as a fast-paced purchasing area, ideal for those eager to buy multiple timepieces quickly. Its strategic design not only optimizes the shopping experience but also enhances customer satisfaction. -
Ground Floor: Aspirational Shopping
The ground floor invites customers to explore luxurious boutiques. This area is designed for aspirational shoppers who wish to linger, browse, and engage with exclusive watch brands. The layout provides an enticing space, encouraging customers to immerse themselves in the luxury experience. - Upper Floor: A Serene Environment
The top floor offers a more intimate atmosphere, meticulously designed to promote longer visits. The mood here is quieter and more reflective, featuring a private elevator and a dedicated service lounge where customers can unwind and contemplate their purchases for an extended period.
Innovative Design Elements
A hallmark of the Watches of Switzerland store is its innovative circulation system. CallisonRTKL implemented a circular elevator and a gracefully designed stairway that not only connects the different levels but also symbolizes the intricate mechanisms of timepieces. This design caters to customer flow seamlessly, allowing for an effortless experience. As customers navigate through the store, they are met with dynamic movement—some descending while others ascend—creating a lively yet organized atmosphere.
The Role of AutoCAD in Design
The design process for the Watches of Switzerland emporium heavily relied on AutoCAD 2025, ensuring precision and efficiency. The software was crucial for drafting detailed designs and maintaining consistent standards across various aspects of the project. According to Pulk, “All our concepts and drawings are executed in AutoCAD, laying the groundwork for everything from detailing to standardization.” The integration of AutoCAD into the workflow streamlined communication with other consultants and facilitated a collaborative environment essential for the project’s success.
Collaboration and Integration
A noteworthy element of this project was the collaboration with the elevator manufacturer, also using AutoCAD. This synergy allowed for seamless exchanges of drawings and specifications, reinforcing a cohesive approach to the design. The rigorous file management and shared standards further enhanced the project’s execution.
Frequently Asked Questions
1. What are the unique features of each floor at the Watches of Switzerland store?
Each floor is tailored to a specific shopping experience: the basement focuses on quick purchases, the ground floor highlights aspirational luxury shopping, and the upper floor provides a serene environment for relaxed decision-making.
2. How did AutoCAD 2025 contribute to the design process?
AutoCAD 2025 played a pivotal role in drafting accurate designs, maintaining project standards, and facilitating smooth communication between the various stakeholders involved, including the elevator manufacturer.
3. What is the significance of the circular elevator and stairway design?
The circular design symbolizes the mechanics of watches, creating a visual and functional connection among the store’s levels. It enhances customer flow while adding a unique architectural element that aligns with the luxury theme.