Nixon Flagship, Paris
14 Rue Froissart, 75003 Paris
Checkland Kindleysides, Leicester, UK
Nixon is a California watch, accessories and audio brand, founded in 1997 by Chad DiNenna and Andy Laats.
Its DNA is in outdoor sports and its products are highly specific: its Super Tide watch for example, has a high-definition screen and can hold 233 global tide locations pre-programmed for the next 15 years.
Nixon sells in 80 countries, in speciality boardsport retailers, but has never had a physical retail presence.
“At the back of the store the customisation area appears to have been dropped into the space like a wooden packing case. Constructed from plywood panels and punched steel pegboard, it has a temporary workshop aesthetic and also provides a material reference to skate and street culture. Following the ‘horizon line’ design, the plywood has been partly varnished, giving the illusion that it has been dipped into water up to the datum.” Checkland Kindleysides.
Nixon now has its first ever store; in Paris in Le Marais. The second store in London’s Carnaby Street follows shortly with other new stores are planned for Sydney, Melbourne and Hong Kong in 2015.
The whole concept, design and branding are by Checkland Kindleysides.
The new formats have been dubbed ‘Horizon’ stores. The aim is to unify the three elements of the brand; Oceans, Mountains and Concrete Jungles (surfing, snowboarding and skateboarding) into a single visual signature – the horizon line.
This line runs through the space; along the walls and at the same level as the LED screen wall.
The open watch table is designed like an undulating wave, whose surface is also on the horizon level.
The watch customisation workshop is what really makes this concept special.
It sits at the back of the store as a theatrical piece of personalisation which reinforces the sense of craft and quality.
At the customisation bar, the step-by-step guide shows how to create a customised watch, choosing elements from a palette of component parts of watch faces, straps, cases and engraved detailing options.
The bespoke watch is made instore, while you wait, by the ‘curator’ and the end result is packed into bespoke packaging.
In an age of mass produced product, this is a great way to give a commodity real meaning and personal value.
Another lovely project from Checkland, we hope it wins some awards. It certainly deserves to.