Project > Victorinox Oxford Street

Creating an immersive retail experience

The brief

Victorinox, a renowned Swiss brand known for its high-quality knives, enlisted DB3’s expertise to relocate its flagship store from Bond Street to a new space on Oxford Street in London. DB3 was tasked with delivering a turnkey package of consultants to assist Victorinox in creating a retail experience that accurately represents the brand’s industrial roots and Swiss connection to nature.

The new 169m² store features an immersive design concept that housing their entire collection of watches, travel items, pocket knives, and perfume.



DB3 worked closely with Victorinox’s concept designers during the detail design and tender phase to ensure that the client’s concept proposals were effectively brought to life. The result is an immersive design concept that emphasises the brand’s industrial roots with brushed steel used across key fixtures and fittings. The brand’s connection to nature is amplified and interpreted in the design with floor-to-ceiling windows that allow natural light to penetrate in.

Darker accents and the brand’s signature red on the exterior of the building invite those passing by in, alongside interactive digital screens offering an immersive element. Shoppers are greeted with a range of Victorinox products including travel gear, watches and fragrances and are drawn upstairs by the spiralling glass and stainless-steel staircase to experience the range of cutlery and pocket knives on offer.

Elevated Shopping Experience

Elevated Shopping Experience

Technology has been carefully incorporated into the design to allow for an elevated shopping experience. Interactive digital screens showcase the brand’s offering in action whilst a personalisation station allows customers to design and customise their very own Swiss Army Knife to their liking. The brand’s full assortment is displayed in a way that allows people to engage with and experience the products, centring the customer at the forefront of the design.

Overcoming Challenges

Overcoming Challenges

Although the project presented various difficulties, DB3 provided unwavering support to Victorinox throughout the process of negotiating the landlord and tenant lease agreement and worked closely with the two to obtain necessary approvals. Our team also managed the intricate coordination of structural and service elements within the pre-existing structure. Despite these obstacles, DB3 accomplished the project within the designated timeline and budget, resulting in an impressive retail space that truly embodies the essence of the Victorinox brand.

Client information

Client information

Client: Victorinox

Contractor: Kiwi design

Structural Engineer: Perega

MEP Engineer: FH Press

Project Manager: Twenty Twenty

Location: Oxford Street, London

Value: £900,000

RIBA Stages: 3-6

Date Completed: September 2022

DB3 People: Rob Prescott, Bhavika Varsarni, Julius Steinert, Tom Tsakiris

Expertise Area: Retail, Principal Design

DB3 Sector

DB3 Retail

DB3 Retail

DB3 Retail provides end-to-end design solutions, catering to a range of retail formats, including individual customised stores, out-of-town shopping centres, and supermarket chains.

View our Sector Brochures

Thanks for signing up.

We’ll be in touch shortly.