by Stephen Garner

Larsson & JenningsUK-based, Swiss-made, watch collection Larsson & Jennings has opened its first U.S. flagship at 335 Bleecker in New York’s West Village. Following on from the success of the ntroductory Larsson & Jennings Prince Street concept space, the new 470-square-foot Bleecker Street store now houses the brand’s complete collection.

The angular store interior is divided into two clearly defined areas, the focus being a unique cantilevered watch bar running the length of the store. Clad in blackened steel with a black concrete top, the watch bar elegantly displays core collections, including Lugano, Saxon and new Norse series, which launched globally on June 7.

The store was designed by London-based design consultancy Studio Mills, who were inspired by the cultural and architectural history of Bleecker Street. Key features associated with the West Village have been referenced through the variety of materials used within the store. The white terracotta exterior of the nearby Our Lady of Pompeii Church, for example, has been realized through the glazed white bricks used to the rear of the store. At the front of the store, polished concrete juxtaposed against white stucco walls ties in with the architectural details of the neighborhood.

Larsson Jennings High Res-10To the rear of the store is an interactive area, designed to encourage customers to fully explore the brand. This is where LJX, Larsson & Jennings’ bespoke personalization service is housed, alongside a fika bar, where customers can enjoy a coffee in Swedish tradition, served by one of Larsson & Jennings’ barista-trained staff. Projectors showcase the brand’s latest campaigns and collaborations to create an engaging customer-focused environment celebrating every aspect of the brand.

“Opening a physical touchpoint in the U.S to follow our existing London flagship is an exciting step for us, as we launched just four years ago as an ecommerce-only business,” said Larsson & Jennings CEO, Andrew Jennings. “Expanding into the U.S. has always been an ambition of ours and we’re excited to literally put ourselves on the map with our Bleecker Street store.”