Posted Date : 04 June 2026
Swatch | concept store
Signature Entrance Concept
TYPE: Conceptual Exploration
PROJECT LOCATION: Singapore
FOCUS: Entrance
OBJECTIVE: Create a memorable arrival experience and visual landmark
VISUALISATION: AI-generated renders
This independent concept study explores how a Signature Feature can transform the Swatch retail store into a more cohesive, immersive, and memorable brand experience - that invites a second glance.
The proposal was developed independently by By Vicky Ong Studio and is not affiliated with or commissioned by Swatch or any related parties.
01 CONCEPTUAL EXPLORATION
Swatch carries one of the strongest visual identities in retail : bold colours, playful forms, and Swiss-made precision.
At its previous retail located in Marina Bay Sands, one of the most visited tourist destinations in Singapore, the retail experience should be as iconic as its products. However, competing campaigns, mixed fixtures, and visual noise dilute the brand experience before customers even step inside.
We identified one clear opportunity: a single defining feature that does what the brand already does best—The Watch.
02 THE OPPORTUNITY
BEFORE
Image link: https://share.google/hRINt0sUuCT5VfRES
03 THE SIGNATURE FEATURE
We took inspiration from the product itself—a curved watch-strap canopy entrance paired with an oversized watch as the digital display.
An unmistakable presence, visible from thirty metres down the corridor—before a logo, before a product, before a word.
04 DESIGN INTENT
“a space where time becomes personal”
The watch gave us the idea to transformed the watch face to become the facade. The strap becomes the frame. The entrance becomes the brand. Inspired by Swatch's AI-DADA technology, the interior extends the concept rather just not a shop, but a space where time is something you wear and own.
05 CONCEPT EXPLORATION
We designed the entrance as a rotating system, one hero watch, one corresponding colour, and creating one unified moment.
The canopy, fixtures, and interior work together as a cohesive system, consistent in structure and uniquely Swatch.
One Colour. One Watch.
One Window.
06 DESIGN ROLE
“ We explore feature on one belief, that a single well-conceived element can transform a space from functional to unforgettable.“
07 THE OUTCOME
We designed a store that is recognisable before it is readable.
The canopy entrance repositions Swatch retail store from a retail unit into a corridor landmark, the kind of space customers stop at, return to, and photograph without being asked.
Creating one feature, telling the whole story.