DFS is a leading luxury retailer and a part of the leading global luxury group, LVMH.  In a considered effort to challenge themselves and to elevate the positioning of fashion watches to the next level of experience and implementation, a completely new retail concept was visualized.

Building on the impulse nature and affordable price points of the category, the retail concept set out to create a differentiated experience that promotes self-selection with no barriers to trying on the merchandise.  In many cases an accessory category like fashion watches is the first relationship an entry-level customer establishes with a brand.  At all times the retail environment and merchandise assortment combine to create a comfortable introduction to these leading brands.

Dramatic architecture in the form of strong horizontal elements that course through the space present open sell watch merchandise until they are punctuated by evocative brand graphics.

Additionally, within DFS, Swatch has always maintained an important position within the sales performance however due to their typical colorful shop concept they had been historically relegated to the local souvenirs department as their image did not match the other brands of the this category.  DFS Fashion Watches will be a first in that Swatch will be sold within the fashion watch department and sold on DFS fixtturing so as to blend into a seamless category statement.

rkd retail/iQ was responsible for the strategic brief, all creative expressions: brand and environmental graphic programs and retail planning + design, construction documentation and is currently rolling out the program across multiple locations.