Collaborating with Swatch on pop up stores goes back to 2005. Swatch is a pioneer using guerrilla strategies to open improvised stores in unexpected places. To question and throw over the rules of the business are the most challenging and fun tasks for us in the retail game. We always conserved this fun side when working with Swatch, it just goes well with the brand and the people. Every space in which we set up an instant store turns immediately in a small construction site - which was the straight forward inspiration for the design language used in this concept. Photos ©Swatch / ©Cédric Widmer

Instant Store 2