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KLASSE14 K11 concept store in Tsim Sha Tsui explores dazzling aesthetics, showing the extraordinary in the ordinary

Once Design Studio's K14 concept store for the Italian watch brand KLASSE11 showcases the brand's "personalized" design spirit with clean lines, dazzling finishes and neon lights.

Recreated by a design studio KLASSE14 K11 concept store adds the right amount of colour to the pure white minimalist tone, with just the right color contrasts, giving the space a futuristic feel that matches the fashion tastes of the brand's young clientele.

Design Director Eric Fung said that the design concept revolves around the KLASSE14 brand DNA "extraordinary in the ordinary". "It's a white box-like space, which looks ordinary on the outside, but when you walk into the store, you find a world of imagination," he says.

The 450-square-foot shop is a space full of imagination. Customers can use their creativity to choose from more than 60 colors and freely match different surfaces and straps according to their personal preferences to customize a unique watch. Although Eric used the main colors of black, white and gray of the brand's Central branch in the K11 concept store, he also added an appropriate amount of bright colors to enrich the spatial texture and highlight a different temperament.

He added, "As the target group is the younger generation, we have abandoned the traditional watch and jewellery store décor design and instead focused on a striking Nakajima display counter where customers can try on classic and best-selling products, creating a different retail experience."

There are three booths showcasing the brand's complete collection: +W (watches), +S (straps) and +J (jewelry). In order to provide customers with a tailor-made retail experience, the store has set up a "KBAR" area to provide leather strap customization and dyeing services to meet the different tastes and needs of customers.

Eric pointed out that in addition to conveying the brand concept through design, the concept store also introduces many personalized details to enrich the visual experience of the space with bright colors. For example, he added a geometric wall made of dazzling glass to the store, incorporating the lines and colors of the KLASSE14 logo series "Volare Rainbow", which changes color with the lighting.

Eric Fung, Design Director of Design Studio Expo, has extensive experience in designing retail spaces and has worked on store design for several luxury brands and retail groups, including Cartier and LVMH. Eric is good at integrating brand concepts into store design, as he says: "Our goal is to convey the brand story through tailor-made interior design to enhance brand value."