Delivering a future-facing concept and experience that focuses on Victorinox’s core values, to create a premium yet accessible experience for their customers of today that above all, references their Swiss heritage.

Creating a flexible and compelling vitrine of Swiss Army Knives that surfaces the unique stories of each knife and reframes them in a relatable way.

Splitting the vitrine, at eye level, is an interactive central vista that spins between story and functionality encouraging the user to explore and pick a knife suited to them. Whether they’re up against the extraordinary or navigating everyday life, this display ensures that you’re always prepared.

Customisation is at the heart of the Swiss Army Knife experience, allowing visitors to create and assemble their own knife at the personalisation table. The table itself brings the cues of a workshop to life, with tools and technical illustrations on display that reinforce Victorinox's design and craftsmanship heritage.

With a wide and varied product selection across the store, we created a clear signage system and hierarchy that not only helps visitors navigate but also educates them on the many features and benefits of Victorinox products. The challenge was to take Victorinox’s new brand world – that focused mainly on marketing and packaging solutions – and adapt it to create something that could be used at scale and still feel like part of the family. The result is a clean and bold solution that helps bring the store and products to life.