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Timepieces can sometimes be a lifelong affair, but if you’re in need of some wristwatch therapy, you can always get your old watch replaced with a new design-centric model at Dezeen’s new tick-tock boutique inside their revamped London offices. So we say out with the old, in with the new! It was only a year ago when leading online design and architecture magazine Dezeen called in the big guns to transform a former Stoke Newington doctors' surgery into their north London office. And so Philippe Malouin, head of local interiors studio Post-Office, was called upon as the man for the job who would execute the inspired renovation. But time can weigh heavily on your shoulders if you’re in the business of selling watches and 12 months later, the Dezeen crew was craving something new. Adapting to the demands of their online timepiece emporium, Dezeen’s founder Marcus Fairs and his wristwatch partner Rupinder Bhogal decided it was time their shop manifested itself in real life. ''The office space became a display and storage area before mutating into a shop …'' says designer Philippe Malouin, so turning the reception area into a brick-and-mortar tick tock boutique was something of a no-brainer. For those of you scratching your heads in wonder, Dezeen is a multi-purpose destination: they don’t just peddle in design and architecture news; they also sell a keenly-edited selection of wristwatches to keep you from wasting your time on anything less than the best. The Surgery’s commercial transformation was something of a reverse Hercule’s Labor, as a real-life boutique successfully grew out of their online watch store – instead of the other way around. Situated on the ground floor of the Dezeen’s headquarters, it was the perfect excuse to renovate the entire first floor and Yatzer is more than happy to give you the grand tour: Making a statement from the inside out is the first step to a concise identity and a recognizable brand, which comes in particularly handy when you’re looking to embrace walk-in clientele. Dezeen has given their HQ a new lick of paint and has made sure they beckon prospective customers from afar with a visible logo relief suspended over the letter box. The first thing that hits you as you walk through the door is the utilitarian feel of a hardware store, offering over-the-counter service and face-to-face courtesy, an old shop keeping tradition that’s sadly about to go extinct. This old-school approach to customer service is reinforced by Malouin’s industrial shelving, custom-made by a no-frills supplier who specializes in wire shopping trolleys and gymnasium changing-room furniture. Malouin commissioned a grid of welded-wire, back-lit lockers to display the Dezeen watch collection, offering the customer a sneak peek into wristwatch heaven as they approach the counter.
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发表于 2013-8-21 17:49:31
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