TAG HEUER MADISON AVENUE

This store concept for Tag Heuer invokes the glamour of futurist travel. The store superstructure is inspired by the interior of private aircraft. Satin stainless and Carrara marble are juxtaposed in the main cabin.

The VIP try-on area at the back has quilted leather banquettes mounted on cast-in-place concrete. Cast resin vitrines throughout the store showcase the product; stop-action videos of sporting events sponsored by Tag run continuously on screens at the store’s south wall.