Victorinox Flagship Store Zurich

Cult brands should be celebrated. And no one deserves it more than Victorinox with its ingenious, practical and world-famous invention, the Swiss Army Knife. The new flagship store in Zurich offered an interesting design opportunity for MACH to focus on the adventures and stories that people experience on land, at sea and in space with a Victorinox knife in their pocket.

When you enter the boutique on Zurich's historic Bahnhofstrasse, the first thing that catches your eye is a giant sculpture in the shape of a globe hanging from the ceiling. Made up of some 16,000 Swiss Army knives, it is a spectacular symbol of the world fame of this simple tool - and also a good place to take a selfie. Those who want an extraordinary souvenir can create their very own 'Companion for Life' at the personalization table. Via touchscreen, one designs their unique product and personalizes it with a name, motto or secret love abbreviation engraved on the blade. At a storytelling station, children - little people with a great aversion to shopping - can listen to five Punch and Judy stories by Jörg Schneider, all of which reflect Victorinox values. Fidgety little ones can interact with a giant wooden Swiss Army knife ten times the size of the world's most popular mechanical knife - without sharp edges, of course, so the adults can shop in peace.