Gucci shows the potential impact of a watch and jewellery shop-in-shop at London pop-up

Gucci watch and jewellery pop-up, Westfield White City, comm by Louise Marsh

Gucci is running a pop-up watch and jewellery store at a prime London location throughout the run up to Christmas.

The boutique, which has taken over the space vacated by Breitling in Westfield’s White City Shopping Centre, sells only jewellery and watches — the first time Gucci has created a shop of this kind.

It raises the prospect of a Gucci watch and jewellery shop-in-shop concept being created that could be franchised out to retail partners across the UK.

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Gucci won this year’s Fashion Watch Brand of the Year at the 2018 WatchPro Awards, recognition of the impact that its watch collections, marketing and merchandising are having with its retail partners.

The Gucci pop-up is designed to represent a ”cabinet of curiosities”, the company says.

“The pop-up concept pays homage to the Gucci codes that distinguish the House’s new aesthetic vision. The concept uses blocks of colour to place the latest watches and jewellery firmly in the spotlight, enabling their beauty and stories to shine,” Gucci adds.

The counters, wallpaper, and carpet are all adorned with this cool yet timeless shade of blue, offset by elegant pale pink and pistachio tower displays and touches of tactile jewel-tone velvet. Sharp black lines, discreet steel studs, shining curved glass surfaces, and illuminated logos add a modern touch, Gucci describes.

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Rob Corder

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