Swatch is latest Battersea Power Station arrival
Announcements about retailers opening ‘special’ stores at the new Battersea Power Station mall are coming thick and fast and the latest is from Swatch.
It has officially opened its doors to a new store, “with a brand new and unique design”. It takes inspiration from the industrial architecture of the landmark building, keeping its ceilings semi-exposed with mesh panels while “maintaining the modern and quirky soul of the brand”.
The store covers 54 sq m and is located on the upper ground floor of Turbine Hall B.
The company said it “offers a contemporary and innovative retail environment accommodating up to 400 different watches across the store, creating an immersive brand atmosphere that allows consumers to interact with the product”.
Customers can also create their own watch using Swatch X You, “the most customisable watch in the market, driving consumer engagement and brand awareness”.
The opening of the new mall has seen a raft of stores opening there, with the general approach by retailers being to pull out all the stops to create something more than the ordinary.
Some brands that have been opening spaces there have unveiled their biggest-ever stores in the UK, while others have been revealing new concepts and designs, special consumer engagement features (such as fitness classes), and new technology — particularly around displays, checkout, stock availability and changing rooms.
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