Situated within the heritage setting of the Queen Victoria Building, AHW Studio required a design that could carefully balance historical context with a contemporary retail identity. The brief called for a refined environment that honours the brand’s legacy—particularly its circular pieces crafted from recycled watches—while supporting the introduction of a more elevated women’s diamond collection.
At the same time, the space needed to integrate a broader offering of artisanal jewellery and original artworks by the founding family, requiring a cohesive spatial strategy that could accommodate diverse product narratives while maintaining a clear and unified brand experience.
The design translates the geometry of a cut gemstone into a spatial language, expressed through faceted custom joinery that reinforces the identity of the new collection. A considered zoning strategy defines two distinct yet connected experiences: a more intimate, high-end setting for premium pieces, and a relaxed, gallery-like environment for artisanal jewellery and family-produced artworks.
Lighting and materiality were central to the resolution, with integrated lighting used to highlight craftsmanship and guide visual hierarchy, while sustainable materials and energy-efficient systems reflect the brand’s values. The result is a cohesive retail environment that responds directly to the brief, elevating both the customer experience and the brand’s evolving identity.
Project owner: X+O
Photography: Rohan Venn
Interior Designer: Kristine Vibar