Breitling
Changing the look and feel of Breitling’s stores with temporary travelling pop-up exhibitions
We were approached by our valued customer, Breitling, – who as part of their global concept, celebrating the brand’s 140th anniversary – sought to create unique, Point-Of-Sales exhibitions.
The customer envisioned a concept taking visitors on a journey through Breitling’s history as a brand, showcasing selected vintage timepieces strategically placed in various areas throughout stores:
Elements designed to look like 19th century travel trunks, either in their own right, or as structures with several trunks stacked on top of each other, were to be installed, cladded onto and encasing, selected display counters, significantly transforming the look and feel of existing shop furniture.
Further leaning into the concept of ‘the journey’ as a central theme, these exhibition elements were to be supplied in limited numbers, serving as temporary exhibitions travelling between the customer’s individual POS, on a rotational basis.
Flexibility + precision = Flexision
We immediately identified two characteristics which somehow had to be aligned for this project to be successful: namely the apparent contradiction of allowing flexibility while also ensuring a tight precise fit.
As traveling exhibitions, to be displayed in different stores, with differences in layout and furniture, individual elements to a certain extent, had to allow for local deviations, not necessarily accounted for in official drawings or apparent at first glance.
However, at the same time, in order to live up to the expectations on quality and craftmanship associated with Breitling’s brand, it was absolutely imperative to supply elements that were made with precision and attention to detail, ensuring a tight and accurate fit, presenting exhibits in a uniform manner across all POS locations.
Designed for travel:
Packaging and unpacking, alongside logistics, are critical points for any Visual Merchandising campaign, as it is often here that elements risk being scratched, bruised or otherwise damaged.
Although, scuffmarks and bruising would certainly contribute to an authentic look, with patina serving as a testimony of the journey undertaken by each exhibit, it was important that the overall integrity and look of the campaign was not affected.
Breitling’s creative vision for the exhibitions included a wide range of vulnerable electrical components, including screens, lights and wiring. These electrical features added an extra level of complexity, as the exhibits not only had to maintain an appealing and inviting look throughout their expected lifetime, but also had to maintain full functionality of all electrical components.
Collaboration, tight quality control and easy handling
TJ Squared would, in close collaboration with Breitling, compare dimensions from real in-store locations with production drawings, adding soft foam couplings between elements and store furniture. These flexible intermediaries allowed a certain ‘give’ in tight spots, while expanding where gaps were larger, creating a ‘snug’ fit that eliminated gaps and cracks. We also purposely incorporated a certain degree of overlap between elements, allowing these to be extended – or shortened – according to the actual dimensions in shop.
To ensure that all production deviations stayed within the range specified by our measurement and allowed for by our flexibility features, we established a 100%, end-line quality control setup at production partners, under direct supervision of TJ Squared’s own, in-house Quality Control Managers. Any deviations from approved specifications, would result in elements being rejected and completely reworked.
Allowing for a smooth unpacking and setup, the exhibitions and their individual elements were designed as easy-install solutions. Considerations on quick take-down, and the correct re-packaging of elements, for their travel onwards to the next Breitling store ‘in line’, were incorporated into the design of elements, allowing these procedures to be carried out seamlessly by local shop staff, on site.
Classic quality and elegance with a modern touch
In total 6 sets, or ‘kits’, of highly customised travel trunk elements, were supplied by TJ Squared to Breitling. These elements took part in 165 exhibitions, across 62 POS, in 25 countries, within a 1-year period.
The exhibition elements had an industrial, yet elegant look, with outside surfaces made in stainless steel, complete with exposed aviator rivets. The elements featured details, such as handles, straps and corner protection in vegan leather, with locks and clasp in patinated, dark brass – setting the stage for an exclusive vintage look, right out of the early days of mass transport.
The look was completed by customised souvenir stickers, implying the countries and places, supposedly previously visited by the exhibits.
In contrast to the outer shell, the inside of the props, saw modern elements in Alu-Dibond, highlighters in acrylic and sleeves in PVC, alongside Breitling’s signature bright yellow brand colour. With integrated LED lights, IPS panels and screens, an interactive, storytelling element was added to the campaign, showcasing not only product details, but also historical facts about the brand.
In a curious twist, to best protect wiring, screen surfaces and the overall look of elements, travelling between exhibitions, from one of the customer’s shops to another, around the world, the travel trunk elements were themselves sent inside flight cases, designed and custom-made by TJ Squared specifically for this project.
This campaign is a perfect example of how visual merchandising with a blend of storytelling combining function and symbolism, can elevate and enhance a campaign, turning it into an interactive experience, made possible through commitment, attention to detail and a strong collaboration between a customer and TJ Squared.
Should you have an interesting idea or concept, of your own, you want to put to life, why not contact TJ Squared already today and hear how we can help you realise your project.
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Our work includes custom-made visual merchandising campaigns, for both window and in-store use – for a wide range of well-known retail brands.
