To redefine its flagship luxury stores, Ethos partnered with group DCA to design its retail identity and spearhead a massive rollout across all formats. Modern luxury was the keyword for the design language, right from the facade to the layout, interior elements, colour scheme, materials, lighting, etc.

The lighting is boutique-style, highlighting only the displays, while the general areas are relatively underlit. The ring-shaped chandeliers reflect a strong brand recall and symbolise the watch dials “floating in space”. The wooden modules designed for the different brands seamlessly blend with the furniture, creating a homogeneous feel. Greys and wood are the key colours, with champagne gold as an accent to add a luxe factor. This is used on the various trims and profiles, as well as on the abstract and artistic trellis on the lower fascia of all the generic watch counters.