Shop in Shop Seoul

Location: Seoul

Task: Design Development and Construction Document

Collaboration: IWC Store Planning Department


The lack of space available for most shop in shop displays can mean luxury products end up looking like upmarket bric-a-brac. So when IWC invited us to pitch a concept for its new store in a store, the word ‘declutter’ was in our minds.

Working together with IWC,  we developed our idea for a pull-out showcase that would sit  in a modular system of asymmetric elements. Constructed with ultra-glossy surfaces, the display was designed to create a clean and calm retail oasis with only a small number of hero products on permanent show.  Pull out a drawer, however, and you’d discover a treasure trove of timepieces as beautifully engineered as our creation.