Fossil Group is the 4th largest watch company in the world, with a portfolio of world-class brands, in a prime position for bringing something unique to the Asia Pacific marketplace. Start Design worked closely with the Fossil Group’s internal team to further consolidate the brand’s presence in Asia Pacific after the success of designing a new identity and pilot store located at Marina Bay Sands in Singapore. Evolving from the existing Watch Station International concept, the new WSI identity was created with a much more dynamic sense of movement that reflects its energy and reinvention, along with a retail experience designed to create a premium destination with space for storytelling and engaging interaction at every touch point.

The flagship store at The Venetian extends over 130 square-metres housing Fossil Group’s portfolio of world-class brands including FOSSIL, SKAGEN, DKNY, MARC BY MARC JACOBS, MICHAEL KORS, KARL LAGERFELD, ADIDAS, DIESEL, EMPORIO ARMANI, ARMANI EXCHANGE, ZODIAC, MICHELE, EMPORIO ARMANI SWISS MADE, FOSSIL SWISS MADE, ORIS, MARICE LACROIX AND SULTANA. Each brand is displayed with a dedicated fixture system and glass display counters to share its brand story.

The store integrates interaction elements to encourage customer engagement beyond the physical retail environment by incorporating digital platforms for customers to interact with. This includes a photo kiosk where customers can take and share photos of their purchase, audio-visual walls, a social pix wall and a dedicated gifting area. These features have been incorporated into the store to leverage the way the WSI looks, sounds, and connects with its consumers through a new brand proposition and communications style. Through the design of a flagship, core, concession and kiosk format, Start Design has delivered a fully scalable concept, complete with feature areas that will set any store format apart from its competitors.

Photography Elden Cheung
Design by Ellis Lowers at Start Design HK Limited