The dynamic and vigorous interior done by Once Design Studio coincides with KLASSE14’s fashion-forward watches championing self-expression.
Once Design Studio reinvents KLASSE14's concept store at K11 with expertly-curated space that evokes a lifestyle which appeals to younger customers. The Italian brand KLASSE14 is known for creating bold, disruptive and fashion-forward watches and jewellery that empowers self-expression.
“The design concept revolves around the brand DNA of ‘Ordinarily Unique’,” says Eric Fung, Once Design Studio’s design director. “The idea is to craft a white-box-like interior that appears ordinary on the outside, but as you enter the store, it opens up to a colourful, vibrant world.”
The 450-sq.ft. store is an imaginative place for individuals to seek out inspirations, unleash their creativity and wrap their wrists with a one-of-a-kind story. Customers can choose from over 60 colour choices to create a unique watch and strap combination of their own. While Fung retains the original colour scheme of black, white and grey from KLASSE14's existing store in Central, he adds splashes of radiant colour to enrich the space.
"As the target customers are the younger generations, we go beyond the traditional design of watch and jewellery stores and set up an eye-catching island counter in the center of the store," explains Fung. "Customers can search for and try out the products around the island counter. We want to create a retail experience that's unlike anything people have seen.”
Inside the avant-garde store, three display zones showcase the brand’s complete collections, including +W (watches), +S (straps) and +J (jewellery). In line with the tailor-made retail experience, the KBAR area provides leather straps hand dyeing service, catering the needs for different occasions, outfits and moods of those with a proactive lifestyle.
“As well as communicating the brand philosophy through the interior design, we seek add an urban touch and personality to it.” A highlight, according to Fung, is the geometric wall made of dichroic glass which changes colour under different lights and echoes the brand’s iconic Volare Rainbow collection.
Eric Fung, the founder of Once Design Studio, has got a host of experience designing retail spaces for luxury brands like Cartier and LVMH. With a focus on commercial projects, Fung and his studio deftly applies brand concepts to interior design. As Fung puts it, "Our goals are telling brand stories and communicating their messages to customers through tailor-made interior concept, thus enhancing their brand value."
