watch and accessories brand nixon has raised its profile across the big pond with another new store in soho, one of london's most relevant shopping grounds and a fav destination of trophy hunters from across the planet. the shop occupies a beautifully preserved early 18th-century structure, and it features an interior by local design consultancy checkland kindleysides that instantly warps shoppers to the brand's forward and somewhat industrial-infused brand ethos. 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 it's 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, bringing the products out from behind glass and allowing customers to fully interact with the store's merchandise. it starts with the shop's façade which beckons shoppers from afar with a black + white livery. the divide extends indoors by way of a subtle use of concrete in different shades, and almost seems like a whimsical urban translation of the aforementioned design principle. but above all, the setting oozes an alluring kind of modern adventure, captured in a nifty and engaging display of the merchandise. a true eye-catcher is a sculptural centerpiece which displays nixon watches on rhythmically undulating plinths, partly immersed below the surface of an under-lit aqua blue tank and punching through the glass top, appearing to float on the surface.
right across an expansive watch wall is situated, displaying hundreds of models within a matrix of tinted glass. but it's not all about watches, as nixon also offers a range of apparel pieces, bags, small leather goods and accessories. these items are presented here too, all on a single shelf. the back of the store dons walls smartly covered in steel pegboards, and it's here where the sales counter and customisation area is situated. mind you, a wide range of nixon products can be customised by the store's super crafty staff. they make use of a specially conceived customisation bar which also allows shoppers to design their own nixon watch from different components and have it engraved as well. location: 6 newburgh street [soho].