Hypothetical Case Study
When the Watch Strap Becomes the Frame
A signature entrance concept for Swatch that transforms a retail store into an immersive, memorable brand experience.
— THE OPPORTUNITY
A high-traffic location with untapped potential.
At its previous retail location in Marina Bay Sands, one of the most visited tourist destinations in Singapore, the Swatch store needed a stronger, more iconic entrance. The existing storefront blended in with the surrounding shops and didn't reflect the bold, playful identity of Swatch. Our opportunity was to create an entrance that instantly signals the brand, draws people in, and delivers a memorable arrival experience.
— DESIGN INTENT
A space where time becomes personal.
The design began with a simple question. How could a watch strap, an object of intimate daily use, become the architectural language for an entire retail experience?
Sculptural entry canopy
Layered material palette
Intimate lighting rhythm
— THE SIGNATURE FEATURE
A striking entrance, visible from thirty metres away.
The entry canopy curves outward like a strap wrapping the facade. Its terracotta finish catches the light and pulls the eye from down the street.
Sculpted terracotta canopy
Curved facade detail
Street-level visual anchor
— THE SYSTEM
One system, many moments.
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.
“For me, the most interesting part of this concept was exploring how Swatch's playful personality could become part of the architecture itself. I wanted the entrance to feel like an extension of the brand, rather than simply a way into the store.”
Vicky Ong
Founder, By Vicky Ong
— INTENDED IMPACT
Creating arrivals that get people to stop, step in, and remember.
The design aims to create a clear visual landmark that instantly signals the brand, draws people in from the corridor, and turns a retail entrance into a memorable brand moment. It elevates the store from a transactional space to an iconic destination that reflects Swatch's bold, playful identity.
Want your entrance to do this?
Let's create a space that makes people stop, step in, and remember your brand.