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Portfolio: Hublot, New York

The LVMH-owned luxury timepiece purveyor premieres its latest New York flagship on Fifth Avenue




On one of the Big Apple’s busiest shopping thoroughfares, the 85-foot-tall façade of Hublot’s recently opened New York flagship on Fifth Avenue beckons, sparkling like the bands on its prestigious watches. Customers enter through a single-height ground floor where the exterior’s watch link pattern continues onto the underside of the foyer ceiling.

Farther in, the store opens up to a double-height ceiling and showcases sleek, masculine interior materials like charcoal-toned fabric wall panels and steel fixtures. Vitrine lighting reaches to the ceiling, emphasizing its extravagant height. Glass casework protects the merchandise while creating an airy feel, and smoked mirrors cover the entire back wall to make the space feel larger. 

To conceive a more updated look and feel compared to Hublot’s other New York location on Madison Avenue, the retailer tapped Peter Marino Architect (New York), CallisonRTKL (Baltimore) and the New York-based retail division of Shawmut Design & Construction (Boston) to complete the new store’s design and construction. The process was “highly collaborative,” says Greg Skalaski, vp of retail, Shawmut, with all four parties (including Hublot’s in-house team) working together throughout the process.

Located within a 19-foot-wide space between two other LVMH-owned buildings, the store was built from the ground up, which posed significant challenges, both in its small scale and in the site’s popularity. On such a busy block of Fifth Avenue, between 57th Street and Grand Army Plaza, people pass by the space on an almost-constant basis during the day, which meant that much of the construction had to take place at night.

Compared to other build-outs, this one was much more difficult due to the level of coordination needed to get the job done in the narrow space, explains Skalaski. “It was like choreographing a ballet – you’re telling these three workers to be on this side of the building, while seven are on the other side, so they can both perform their jobs efficiently,” he says. “And in retail, that’s really important because time is always of the essence … the quicker the store is open, the quicker they can start being what they are – merchants.”

The final result of the project’s meticulous orchestration is a luxurious men’s boutique that has the high-end appeal and comfort of a swanky Manhattan penthouse – or for a Hublot customer, what they call home, sweet home.



Hublot, Nyon, Switzerland
LVMH Moët Hennessy Louis Vuitton SE, Paris

Peter Marino Architect, New York

CallisonRTKL, Baltimore

General Contractor
Shawmut Design and Construction, Boston (Retail division based in New York)

Outside Design Consultants
L'Observatoire Intl., New York


Media Services Worldwide, North Bergen, N.J.

MBM Metalworks, Möckmühl, Germany

Lava Stone, France

MBM Metalworks, Möckmühl, Germany
Pattison Sign Group, Knoxville, Tenn.

MBM Metalworks, Möckmühl, Germany

Fixtures, Built-In Millwork and Wallcoverings/Materials
Daniel DeMarco & Associates, Amityville, N.Y.


Photography: Adrian Wilson, New York



MasterClass: ‘Re-Sparkling’ Retail: Using Store Design to Build Trust, Faith and Brand Loyalty

HOW CAN WE EMPOWER and inspire senior leaders to see design as an investment for future retail growth? This session, led by retail design expert Ian Johnston from Quinine Design, explores how physical stores remain unmatched in the ability to build trust, faith, and loyalty with your customers, ultimately driving shareholder value.

Presented by:
Ian Johnston
Founder and Creative Director, Quinine Design

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