Fossil Group has opened its first ‘Watch Style Insider’ flagship store in Asia.

The flagship is located at the Shoppes at Venetian Macao, designed and developed by StartJG.

It extends over 130 sqm housing Fossil Group’s portfolio of world-class brands including Fossil, Skagen, DKNY, Diesel, and Emporio Armani. Each brand is displayed with a dedicated fixture system and glass display counters to share its brand story.

The store integrates interaction elements to encourage customer engagement beyond the physical retail environment by incorporating digital platforms for customers to interact with. This includes a photo kiosk where customers can take and share photos of their purchase, audio-visual walls, a social pix wall and a dedicated gifting area.

StartJG also developed a bespoke WSI brand book for its staff to empower them to get closer to the brand. It is now being used to put the brand values and vision into action by allowing them to talk about the brand story and encourage customers to interact with not only the product but also the digital features in the store.

Jonathan Cummings, MD, StartJG Hong Kong said: “WSI has been a great brief to work on, transforming a brand across multiple channels, bringing together our full set of skills. The over-arching goal was to elevate the retail brand and experience to match and enhance the quality of the products that WSI design. The result is a retail concept that really encourages exploration, and inspires purchase through story telling and engagement.”