Swatch is celebrating the opening of one of its largest stores in the Southern Hemisphere by taking Melburnians on an art journey with its immersive maze installation ‘A Maze’ to celebrate the opening, a pop up in-store experience inspired by its innovative Art Journey collection.
Swatch invites guests into its new flagship store, located at 260 Collins Street, in the heart of Melbourne, to take a journey through the pop-up maze to experience this special art installation open from 19th April to 26th April between the hours of 11am –3pm daily for one week only.
Known for its long-standing love affair with art, Swatch’s Art Journey is a partnership with the world-famous Tate Gallery to bring more art to more people – with a brand-new range of masterpieces for your wrist.
The Swatch x Tate Gallery Collection reflects the essence of the Swatch in a way that none of its art collaborations have before. The partnership represents a journey through time, genre, and self-expression.
The iconic artists and unique works chosen for this year’s collection reflect the boundary-pushing, innovation, positive provocation, and joie de vivre that Swatch is known for.
Modern and contemporary, the ‘A Maze’ installation invites guests to create their own journey through the maze, with each corner, twist and turn thoughtfully curated to offer more to explore and discover. Swatch’s diverse Art Journey collection with Tate Gallery will also be displayed throughout each artwork included within the maze, providing a unique way for visitors to explore the pieces.
Customers will be able to experience the dynamic 360 universe of the Swatch brand in a new and unique retail environment. With design in mind, the space is surrounded with large LED screens showcasing the latest product collections and uniquely integrated modern glass and metallic brick walls which gives the space an edgy street vibe, paying homage to the iconic Melbourne laneways.
The new flagship store also features a new bar concept inviting customers to sit and relax while the friendly retail team presents the Swatch collections in a relaxing, fun, and casual way.
Address: 260 Collins Street Mall, Melbourne 3000 Store opening hours:
Mon – Thurs 10am – 6pm
Friday 10am – 7pm
Sat/Sun 10am – 5pm
