Visual Merchandising Made Simple

A stylish presentation works wonders when your goal is to get shoppers to spend.When Swiss watchmaker Breitling took over a prime piece of real estate on 57th Street in New York City for its first-ever flagship, the challenge was to make it feel modern, yet warm and welcoming. The 4,500-square-foot space had drawbacks—at approximately 15 feet wide, it’s narrow. To offset the closed-in feeling, ­Breit­ling architects graduated each of the three floors, cutting them back into lofts that open out into one cavernous space with soaring ceilings. It helped that a three-story façade of glass allows ­natural light to flood in. They avoided anything intimidating and pretentious, like security-lock double doors often used at jewelry boutiques, and incorporated warm colors and natural materials, such as wood and whitewashed brick, throughout.Nobody knows better than Breitling that a custome

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