nixon has greatly expanded its footprint on the old continent by setting up its first store in the happening marais district of paris. to make an even bigger splash, the watch and accessories brand struck a collab with london-based architecture practice checkland kindleysides to develop a new retail concept, one that's based on a so-called architectural horizon line – a design concept that allows the brand to own and present the space as a canvas for the nixon story, while also a nod to action sports such as surfing, snowboarding and skateboarding – has been implemented to create both aesthetic and practical sightlines.
the concept challenges the often cluttered retail landscape with a bold simplicity that invites shoppers to explore both the brand's unique offerings and outspoken setting. the indoor setting is marked by glossy black and matt grey concrete, with the shop's interior very much reflecting nixon's core values of design, quality and heritage. nixon has aimed to give shoppers an immersive and fun shopping experience that brings in a level of infotainment with an led video wall screening various films, from a tide movie to scenes with nixon ambassadors, providing a dynamic backdrop for the extensive watch collection.
speaking of which, the watches are presented on a striking sculptural centrepiece in the store. the many watches are displayed rhythmically on undulating plinths, partly immersed below the surface of an under-lit aqua blue tank, and appear to be floating on the surface. the sense of watchmania is further boosted by a sizeable footwear-inspired watch wall which displays even more timepieces on a tinted glass matrix. set against a watch tile backdrop, it emanates a distinct sense of craftsmanship and innovation. while the front section of the store is dominated by watches, shoppers pass a transitional space with apparel items, before they enter a customisation area at the back of the store. this new way of presenting merchandise by bringing it out from behind glass is pushing boundaries in the retail space, inviting people to look, feel, and interact with nixon’s products.
toward the back of the store, the setting shifts into a slightly edgier gear, featuring plywood paneling and raw steel peg boards. it's here where a specially conceived customisation bar allows shoppers to choose from various elements, from watch faces and bands, to cases, and engraved detailing, allowing customers to create their trophy timepiece. this process is directed by one very crafty curator who happily obliges with helping shoppers to create the watch that speaks to them. the new nixon store carries the brand's full range of watches, apparel and other products, displaying them in a completely new and distinctive manner. location: 14 rue froissart [marais].