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Breitling | August 2019 | Watches & Accessories | Design Documentation, Manufacture & Build
Swiss luxury watchmaker, Breitling, has opened the doors to their new retail concept in Hong Kong’s Citygate Outlets shopping centre in the heart of Tung Chung, Lantau Island. Located in the new extension wing of the mall, this boutique features the brand’s new design concept — an urban interpretation of an industrial loft in a dynamic city. This new global design respects Breitling’s long heritage in a stylish, cool and informal environment which blends contemporary design with inspiration from the company’s rich heritage and its ties to aviation.
In greater group‘s second boutique collaboration with Breitling, the Citygate boutique was an end-to-end project that included design documentation, procurement and production of specialized furniture, site build and installation. The result is a casual but stylish modern retro ambience that allows visitors to explore the brand’s watches in a relaxed atmosphere; a place where their customers can enjoy the products before they buy or just pop in for a visit.
One of the exciting parts about this project was the luxury specification it was delivered to. From the intricate display cases to the bespoke joinery, each detail of this store was carefully designed and delivered to appeal to the Breitling customer. With roots in industrial design, greater group has a deep understanding of manufacturing processes and materials in order to achieve a locally sourced iteration of the global design concept.
The result is a casual but stylish modern retro ambience that allows visitors to explore the brand’s watches in a relaxed atmosphere; a place where their customers can enjoy the products before they buy or just pop in for a visit. In this ‘loft’ atmosphere design adaptation by greater group, the signature Breitling yellow is prominent alongside brass vintage fixtures, American walnut flooring and the English grey bricks feature wall. The boutique is styled to look like an industrial apartment with props such as race car replicas, books and globe set among plush leather sofas and private service spaces, making the store a welcoming space for exploration to increase dwell time.
Founded in 1884 in Switzerland, Breitling has a 135-year reputation as the most famous Swiss manufacturer of watch design for pilots for decades. As part of its rebranding strategy, Breitling has been renovating its existing boutiques around the world with a new industrial look. While respecting their long, impressive heritage by creating a relaxed, stylish environment that dates back to the time their reputation was first established, the brand is opening their doors to a new generation of watch enthusiasts.