Nixon, London

This is an extremely small store with a very large personality. Trendy, youthful board lovers’ brand, Nixon has made itself at home within the vibrant Carnaby Street community. This compact store exudes innovative flair and urban charm, as does the Californian watch retailer itself.

This new outlet on Newburgh Street breaks with many traditions. Whilst its many original features are maintained on the exterior, customised by its monotone colour alone, instore is a very different story. Contrary to most jewellery retailers: the lighting is low, the store evokes a distinctly urban feel using stained black and raw matt grey concrete and finally and most importantly, the watches are on display and free to be handled at will – no glass barriers whatsoever!

The store has a very distinct horizon line – a concept that helps clarify the retail offer keeping the interior streamlined and orderly yet inspirational. Creative Director of Nixon, Tom Jones, explains. “The new Horizon retail concept is something we’re all very excited about. In an often overly cluttered retail landscape, the new Nixon retail locations are simple, bold, and curated; allowing for a more immersive and inspiring retail experience.” This has been translated through the powerful black and white painted storefront outside and reinforced instore with the clever use of display fixtures, fittings and sculptural features.

As with the other stores we have selected this year, Nixon has also created a ‘work of art’ out of its product that has become the focal point within the store (and maintains the horizontal line). Numerous watches are mounted on individual, miniature white plinths, close together and at varying heights creating an undulating wave. Equally impressive close up or from outside, the plinths rise up through a large, aqua coloured glass tank and appear to float upon the top evoking the feel of the ocean. A footwear inspired watch wall displaying over 100 items, each individually mounted on a watch tile backdrop, creates another arresting feature. The tiles themselves were inspired by the original tooling that was used to cast Nixon’s watch cases and give a sense of craftsmanship that is inherent in the brand. The raw, industrial quality of the display fuels the urban skateboarding culture. Opposite, branded apparel is merchandised with a singular shelf that also delineates the datum line running along the left hand store wall. Clothing and accessories are displayed below this line and above there is space for visual merchandising, as well as brand and campaign art and imagery. Alongside, a premium product area showcases Swiss made Nixon watches and Californian leather goods in a locked cabinet adding a touch of luxury to this ‘uber cool’ store. At the rear of the store is the workshop. Here the watches can be customised with faces, straps, catches and cases to create a unique product. This immaculately presented counter is where the brand really comes to life. Plywood panels and punched steel pegboard are predominately used. Three large pendant lanterns hang overhead. The watch components are presented with precision beneath the glass counter and are also attached meticulously by hooks to the pegboard to the side. The knowledgeable assistant puts on his gloves and delights in explaining the customisation process and at the same time encourages the customers to try on the watches.

Though small, this store has all the qualities, innovation and inspiration of those more than double its size. Nixon worked closely with retail store design specialists, Checkland Kindleysides to create a remarkable and revolutionary new concept for this trendy watch and accessories brand. Another really great store!