The studio was commissioned to create a new world-wide identity for the Bucherer multi-brand stores. The project, which involves redefining certain aspects of the external and internal architecture, aims to establish a common language with the capacity to integrate seamlessly with the stylistic variations of the genius loci.

Wanting to provide Bucherer with a concept that would adopt an unorthodox approach to the retail activity of the store, the studio has created spaces with stylistic codes that are instantly recognizable as belonging to the Swiss brand but which at the same time are able to dialogue with the other high-end watchmaker brands present in the stores.  

The pilot project: Bucherer Basel

The architectural intervention on the facade communicates its contemporaneity while respecting the stylistic features of the historic building.

The new appearance of the store windows is achieved through large perimetral frames in burnished brass that are distinct both materially and chromatically from the existing stone moldings, while the window display cabinets containing the timepieces and jewelry have been conceived as suspended elements that stand out from the weave of slim metal tubing, conferring a seductive visual permeability.

With a cantilevered overhang in opalescent glass and burnished brass, the doorway ceiling becomes a luminous volume that accentuates the store entrance, conveying its contemporary matrix while respecting the historical context.

Inside, the two horizontal surfaces of floor and suspended ceiling form the connective tissue between the diverse functions of the space and between the heterogeneous identities of the brands, with materic and patterned backgrounds bestowing a sense of unity on the diverse languages.

The plant installations on the ceiling are left visible, creating an unexpected and elegant spectacle, while the floor in light oakwood brings a feeling of warmth. 

The space extends over two floors and has been conceived not only as a retail space but also as a place of relaxation and hospitality, featuring lounges and a small bar at the first floor. 

Special areas like the bar, the space dedicated to the sale of second wrist watches and the jewelry area are defined by their own character, but in accord with the overall concept of the store.

Iconic design pieces and contemporary furnishings, light and natural textiles, together with sophisticated detailing dialogue with the wood boiserie, a homage to traditional Swiss craftwork.

The staircase, enveloped in custom made walling in nickel plated folded sheet metal interspersed with neon lighting, is a distinctive feature and a central element of the project language, becoming not simply a passage but a place that forms an integral part of the store experience, with a precise architectural character designed to confirm and strengthen the connection between the different functions on each floor. 

Design team:

Piero Lissoni with

Roberto Berticelli, Tania Zaneboni, Iacopo Taddeo, Hanna Ehlers, Pino Caliandro, Tianzhou Chen, Dora Manzini, Francesca Zanotti, Rachele Mambrini, Bessi Karavil