Shop in Shop Seoul

Location: Seoul

Task: Design Development and Construction Document

Collaboration: IWC Store Planning Department


The lack of space in most shop-in-shop displays can mean that luxury products end up looking like high-priced knickknacks. When the Schaffhausen-based watch manufacturer invited MACH to design a new store concept, the idea of "densification" came up.

In collaboration with IWC, MACH designed and developed a pull-out display case in a modular system of asymmetrical elements. Constructed with highly polished surfaces, the display was intended to create a clean and calm retail oasis, permanently displaying only a few top models. However, if you pull out a drawer, a treasure trove of timepieces is revealed, as timelessly beautiful and precisely crafted as the décor.