Bucherer Launches Pop-Up at Selfridges
December 7, 2017
Lucerne, Switzerland-based timepiece and jewelry brand Bucherer has opened an immersive new pop-up in Selfridges department store in London. Located within the store’s Wonder Room, the 1,150-sq.-ft. Bucherer Fine Jewellery pop-up was crafted in collaboration with retail and design agency Sheridan&Co.
The store embraces a navy palette (a brand signature), contrasted by accents of antique gold and natural wood. Five display pillars flank a central navy totem, while snapshots of artisans’ hands and hand-drawn technical designs for select jewelry items adorn the walls to convey authenticity.
“This is a fully interactive pop-up that resonates with Bucherer Fine Jewellery’s key brand pillars, drawing out all the intriguing, charming and unique facets of the brand to create a consumer experience that resonates,” says Michael Sheridan of Sheridan&Co. “The final design is a marriage of old and new; it’s one that educates consumers about the brand but in an immersive and interesting way. The pop-up has been used as an unique opportunity to communicate the elements of heritage, skill and craftsmanship of the brand, but with a contemporary flare.”