store architecture
Based in South Africa, BHH represents top global watch and jewellery brands. The studio was engaged to develop a new retail design and brand identity for the company, which would be showcased at the flagship store on the Victoria & Alfred Waterfront.
The redesign features internal architecture advanced with a truth to materials, alongside core BHH principles of modernity, precision, and restrained luxury. The boutique was developed in collaboration with Tyen Maysten of Phase 3 Architecture, and Ali Esen Studio. Klein Concepts was appointed as our local architect in South Africa.
The goal was to establish BHH as the curator for a broad range of luxury Swiss watchmakers and French and Italian ateliers, which are presented alongside anchor brand La Maison Chopard. Since the V&A Waterfront is frequented by both South Africans and tourists alike, the boutique would need to cater to a convergence of local and global cultures.
We chose to work with Phase 3 on the architectural design because of their conceptual strength and their ability stretch our material palette and variety. Together, we investigated myriad materials and textures, eager for a spatial fluency. We wanted a timeless, natural material that could enhance the watches in something of a sanctum exhibition space – and stone emerged as the ideal medium.
Stone has a unique history and character that compliments both centennial and new-age watch designs. In the main boutique, each brand is separated by two vertical stone fins that synergise with the terrazzo flooring; and the light, off-white hue of the stone works alongside our lighting design to showcase each individual timepiece. The fins extend to a subtle, vaulted ceiling that encloses an inviting and intimate space.
Following these principles, we introduced a comprehensive suite of custom branding, including a fifty-millimetre milled and polished brass slab monogram.
We developed various iterations for the architectural flow that considered a customer’s spatial and retail experience. Ultimately, we opted for a systematic approach to the layout that would lend itself to seamless transformation.
The store was divided into two areas: one dedicated to Chopard, and one for the main boutique where each brand is given a defined parameter to prepare a unique vertical word that showcases the product. The two spaces connect to one another and link at a private lounge.
Each initiative was intended to pinpoint core values of the BHH brand, with an unwavering truth to materials.
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