Dalziel & Pow Creates a Sharp new Look for Victorinox Stores in Japan

Apr. 25, 2025

Victorinox, the masters of the original Swiss Army Knife, has relaunched two of its stores in Japan - one in the iconic Ginza shopping district and one in Fukuoka which opened today - in a rollout of the retail experience design concept crafted by global strategy and design studio Dalziel & Pow.

D&P redesigned the Victorinox Ginza storefront corner to be a prominent destination in the Ginza cultural hub, a beacon in the iconic luxury shopping area, with the exterior of the store born out of the side profile of a Swiss Army Knife, reflecting the slatting of the tools. 

The interior design continues D&P’s future-facing retail concept for Victorinox, which focuses on the brand’s core values, creating a premium yet accessible experience for customers.

A clear signage system not only helps visitors navigate the store but also educates them on the many features and benefits of Victorinox products.

Interactive displays tell the story of each knife and encourage visitors to explore and pick the Swiss Army Knife best suited to them. Visitors can also create and assemble their own knife at the personalisation table. The table itself brings the cues of a workshop to life, with tools and technical illustrations on display that reinforce Victorinox's design and craftsmanship heritage. 

Marcus King, Creative Director, Dalziel & Pow said:

"We are proud to have been global strategic partners for Victorinox since 2020 and it’s great to see further rollout of our retail experience designs across Japan. We have a lot more exciting projects on the horizon with Victorinox, watch this space."