The first store realized with TAG Heuer’s new concept is located in London’s Westfield shopping center. The façade design cleverly combines the central entry door and adjacent display windows to boldly compose the Swiss cross highlighting the brands Swiss watch-making tradition at an urban scale. The interior is conceived as a rich geological stratification where each horizontal layer is selected for it’s specific functional role as well as its expression of the TAG Heuer brand codes. Like the mechanical layering within the timepieces the ebony wood and cream-colored marble flooring, polished aluminum baseboards, rosewood paneling for storage, a wide belt of perforated and stitched leather for bars counters, reverse guillotine glass display cases brushed aluminum back-lit signage band and finally a capping of polished stainless steel trim for ventilation fuse together to unify the space.
