We partnered with Victorinox to create a new retail experience design for the relaunch of its store in the iconic Ginza shopping district in Japan.

Victorinox’s primary goal for the design in Ginza was to “own the building” by increasing the visibility of the existing store, both inside and out. The existing design was 10 years old and had limited interior space, so careful consideration had to be given on how to implement the store concept whilst adding something bold and new to the exterior.

The overall objective was to deliver a future-facing concept and experience that focuses on Victorinox’s core values, to create a premium yet accessible experience for their customers of today that, above all, references their Swiss heritage.

To differentiate the store from other retailers in the Ginza district, we referenced Victorinox’s famous icon, the Swiss Army Knife; nodding to the side profile detail of the closed knife, using it as inspiration to clad the shopfront in a metallic finish with slat detailing, reflecting the slatting of the tools. The result is an eye-catching storefront that acts as a beacon in the shopping district.

As part of the wider global retail strategy that we crafted for Victorinox, we created a clear signage system and hierarchy that not only helps visitors navigate Victorinox’s wide and varied product selection but also educates them on the many features and benefits of the products. The challenge was to take Victorinox’s new brand world – that focused mainly on marketing and packaging solutions – and adapt it to create something that could be used at scale and still feel like part of the family. The result is a clean and bold solution that helps bring the brand’s stores and its products to life.

In the Ginza store, interactive displays tell the story of each knife and encourage visitors to explore and pick the Swiss Army Knife best suited to them. Visitors can also create and assemble their own knife at the personalisation table. The table itself brings the cues of a workshop to life, with tools and technical illustrations on display that reinforce Victorinox’s design and craftsmanship heritage.

We created a flexible and compelling vitrine of Swiss Army Knives that surfaces the unique stories of each knife and reframes them in a relatable way. Splitting the vitrine, at eye level, is an interactive central vista that spins between story and functionality encouraging the user to explore and pick a knife suited to them. Whether they’re up against the extraordinary or navigating everyday life, this display ensures that you’re always prepared.

For Victorinox’s original store concept project, which informs the Ginza interior, this development occurred during the initial Covid lockdown, which added a layer of complexity. We involved key stakeholders in virtual workshops to ensure the new concept aligned with the brand vision, and a collaborative approach was vital.

For Ginza, we again worked collaboratively with the brand and local teams to create something that felt like Victorinox whilst remaining culturally relevant to the region.

A strong focus on the storefront has completely transformed the store’s presence on the street corner, creating an impactful destination. This successful application has even inspired new elements for the architectural brand palette, and this will be referenced in different ways in upcoming projects with Victorinox in the future.