U-BOAT Watch: A Luxurious and Original Flagship Store

Creating a Sensory and Immersive Experience

The inspiration behind this design was to create a store that not only respects and transmits the brand's values and history but also provides a unique and immersive experience for customers. The goal was to merge history and tradition with modernity and originality, emphasizing the product as a "first lady" of the watch industry.

One of the unique properties of this flagship store is the emphasis on sensory involvement. Customers are invited to immerse themselves in the world of U-BOAT, with the ability to listen to their own music and even breathe in the scent of the watch's component materials. This creates a truly personalized and engaging experience.

The showcases and displays in the store are designed to be highly persuasive, focusing on the smallest details and using materials of the highest quality. Lighting plays a crucial role in enhancing the characteristics of the watches, ensuring that the product takes center stage.

Another distinctive feature of the design is the blending of ancient and modern elements. The store is situated in a historical building in the center of Milan, and the design seamlessly integrates the original historic bricks and stone walls with the prestigious U-BOAT watches.

The realization of this design involved the use of various high-quality materials. Gloss rosewood and black tempered back-lacquered high-gloss glass were used for the walls, while bronzed glass was used for the internal windows. Shelves were lined with black "cavallino" leather, and the armchairs were upholstered in leather. Metal parts were given a gun-barrel gray mirror finish, adding a touch of sophistication.

The flooring features veined black marble, adding a sense of luxury, while the ceiling is adorned with "Venetian stucco." General lighting and accent lighting with lamps set the mood, with the "No Sign" brand providing the perfect illumination.

The design team, led by Alessandro Luciani, faced several challenges during the project. One of the main challenges was creating an original and functional layout in a small space. Additionally, finding the right style balance between the original historic elements and the prestigious U-BOAT watches required careful consideration.

The U-BOAT flagship store in Milan, Italy, is a testament to the brand's commitment to elegance, exclusivity, and prestige. It offers customers a truly immersive and sensory experience, allowing them to fully appreciate the craftsmanship and artistry behind each U-BOAT watch.

Awards and accolades have recognized the excellence of this design. In 2013, the U-BOAT flagship store was awarded the Silver A' Design Award in the Interior Space, Retail, and Exhibition Design category. This prestigious award is a testament to the outstanding expertise, innovation, and artistic skill demonstrated in the design.