Located at 47 Lexington Street in London, the March LA.B boutique occupies the ground floor of a listed 18th-century building. Designed by Clémentine Giaconia and Frédéric Forest, the interior translates the Franco-Californian identity of the watch brand into a compact retail environment shaped by colour, craftsmanship and references to the 1970s.
The project combines French elegance with elements drawn from California’s surf culture, establishing a distinctive setting for the presentation of March LA.B watches.
A 1970s-inspired interior in Lexington Street
Green dominates the interior, while a continuous curved surface upholstered in Kvadrat fabric runs through the space.
Its geometry recalls forms associated with the 1970s and introduces a sense of movement into the boutique. The curved profile also provides a visual counterpoint to the architectural character of the historic building.
References to watchmaking and surfing coexist throughout the interior, connecting the two cultural influences that contribute to March LA.B’s identity.
Iroko, rosewood and brass define the material palette
Material contrasts play a central role in the project. An iroko wood floor is combined with rosewood joinery, fabrics and elements in brushed and ribbed brass.
Rather than relying on conventional watch displays, Forest & Giaconia developed an interior in which surfaces, furniture and details contribute to a continuous composition.
The combination of timber, textiles and metal introduces different textures while maintaining a restrained material palette.
Custom details reinforce the craftsmanship
The attention to detail extends from the door handle to the continuity of the drawers and display elements.
The furniture was conceived specifically for the boutique rather than as a system of standard industrial components, reflecting the emphasis on craftsmanship associated with the brand.
Even the interiors of the drawers become part of the design. Conceived with the appearance of control panels and finished in perforated leather, they introduce another reference to precision and mechanical instrumentation.
Through these elements, the London boutique translates March LA.B’s watchmaking identity into an interior where materials, bespoke detailing and 1970s references form a coherent retail environment.
Brand: March LA.B
Location: 47 Lexington Street, London, UK
Design: Forest & Giaconia
Photo credit: Nomades Studio