Swatch reinvents shopping with the innovative and unconventional Jelly Fish Concept

The Jelly Fish Store Concept is the latest interior design styling to come from the world's leading wristwatch manufacturer.

Speaking of the launch, Mr. Ramesh Prabhakar said: "Swatch stands for emotions, joy of life, innovation and the unconventional. The new Jelly Fish Store Concept at BurJuman artistically presents the Swatch philosophy. Just as those cutting edge graphics, hip designs, fashion accents, trend innovations and cool technical details are shaped into a canvas for the wrist, the Jelly Fish Concept Store expresses the innovative spirit of Swatch."

"It is a unique and memorable retail environment and through this we want to give our shoppers an experience that will carry an emotional vibe quite similar to that of owning a Swatch," he added.

As an unconventional aura of sensory changes takes place, visitors will feel as though they have plunged into a different atmosphere in another world. The store provides warmth, comfort and a smooth rhythm of colours and hues thanks to the changing lights. One walks in atop a sleek floor pattern detailed in an attractive speckled blue. Overhead the reflective wavy effect of a mirror ceiling adds a dash of brightness. Random lighting changes emitted from wall columns create a continuous ambience with their various soft hues.

With the installation of an abstract splash of Swatch Wristory the wall becomes a mural— something that will be repeated each time Swatch selects a design statement from its vast collection. The fabulous primary colors vividly represent the portfolio of Swatch and serve to decorate the remaining wall space and Swatch Access functioning cabinetry.

The suspended steel frames fixed with translucent or frosted plastic backdrops display the latest Swatch Collections. Swatch jewelry - Swatch Bijoux - is presented with an equally dramatic effect set inside both a freestanding display case and a wall mounting; the architectural design of the furnishings is compatible with the Swatch profile.

To find out what time it is, glance at the wall clock and read how Swatch records time. That signature Swatch watchcase is outlined and features red hour hands and a blue seconds hand that sweep around a white background covered in black text. Each word represents a Swatch model and in essence each word defines the pop culture history that Swatch has brought to the forefront.

Materials, shapes, colors and images of the Swatch profile distinctly define the Jelly Fish Store through their visual, sensual and emotional excitement.

The brand is sold through over 550 outlets worldwide, in addition to all other POS, of which there are 55 Swatch stores in the Middle East, including 15 stores in the U.A.E/Pan-Gulf region.