Planning and design of a watch and jewellery store in the luxury sector — Friedrichstraße 171, 10117 Berlin — 360 m² — November 2022 — Bucherer AG

New Flagship Boutique in Berlin-Mitte

Bucherer has found a new location on a famous shopping street. The traditional Swiss company for watches and jewellery now welcomes its clients at the landmark Einstein Palais on Berlin’s Friedrichstraße. After moving out of the Russischen Haus, also on Friedrichstraße, Bucherer has opted for a new boutique concept in addition to its watch and jewellery department in KaDeWe, thus carrying out a site-specific brand revolution. Much like the capital itself, the new design concept integrates urban aspects into a luxurious ambience.

Urban, modern & luxurious

With its raw-concrete interior walls and the preserved bricks along the outer façade, the new store is bolder, surprising customers with a high-contrast mixture of classic jewellery, materials such as natural stone, stainless steel and wood, stylish decor and rough elements. Another contributing component is the large tape-art mural by the Berlin art collective Tape That. This abstract artwork consists entirely of adhesive tape – a young, urban art form that reflects its Berlin location.

Open spatial concept

The 360-square-meter store is spread over two levels. The spacious ground floor features Bucherer’s selection of exclusive brands of watches as well as unique certified pre-owned collectors’ items. Suspended wall shelves with display cases and panels – specially developed by blocher partners for a reduced brand presence – allow the products to take centre stage. Large, double-sided shop windows provide the space with daylight and allow passers-by to look in.

Berlin artist Felix Stumpf created a modern light installation for the new premises. His reinterpretation of a sundial approaches the subject of time measurement in its original form. The basis for his artistic spatial composition is the Moebius strip, whose curved shape conducts a sensitive dialogue with the round arches of the landmark building’s outer façade.

Cosy atmosphere

The mezzanine level is dedicated entirely to the world of jewellery. In combination with carefully chosen accessories, the wooden floors and lamellas on the walls contribute to a warm, home-like atmosphere. A variety of seating areas as well as a small bar invite customers to linger.

For more than 10 years, Bucherer has relied on the expertise of blocher partners, who, with the design of the new location, have once again demonstrated their flair for timeless elegance, luxurious interior concepts and unique shopping experiences.

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