In the heart of SoHo, Design Republic partnered with Victorinox to reimagine a historic firehouse as a sophisticated retail flagship. The transformation celebrates both the building’s storied character and the brand’s heritage of purposeful design.

Careful restoration of original elements—like the wood plank flooring and landmark façade—lays the groundwork for a retail environment where modernity and history coexist. Signature Victorinox details are thoughtfully integrated throughout: a carved Swiss Army emblem anchors custom wood feature walls, while tactile finishes such as exposed brick and troweled cement provide a rugged contrast to the sleek merchandise on display.

Balancing raw materiality with refined detailing, the space captures the essence of practical luxury, creating an immersive and resonant brand experience.