DOBAS – Interior Creation and Realisation

For the redesign of the Jaeggi watches and jewellery boutique in Chur, we focused on finding a solution to the boutique’s tricky floor plan. The room is large and open upon entering, but gets increasingly narrow as you go further into the shop. By crafting a clever architectural concept and unique shop design, we managed to create an inviting, spacious boutique.

In the heart of Chur, there is a watch and jewellery shop with a family tradition stretching back more than 100 years: Jäggi Uhren und Bijouterie. The aim of our boutique redesign was to create a luxurious alpine atmosphere with allusions to local architecture.

The unique wall design contributes greatly to this blend of modernity and tradition. It is a central element of our shop design and creates the perfect setting for the luxury brands on display such as BlancPain, IWC and Chopard.

The walls have a special texture and depth thanks to a plaster made of pigmented natural clay with crystalline inclusions. Applied in two abrasion thicknesses, this wall covering recalls the rugged beauty of the Grisons mountains while also echoing the tradition of local house façades.

But this wall design is more than just decorative. It also performs important functions: it improves the space’s acoustics and aids natural climate regulation. It absorbs excess moisture in summer, which it then releases again during the dry winter months – an efficient way of generating a pleasant room climate.

The colour concept, largely made up of shades of white, lends the boutique a surprising spaciousness and brightness despite the challenging floor plan, i.e. a large entrance area that gets increasingly narrow as you go further into the shop. A curved corridor gently guides customers through the space, with strategically placed display cabinets that draw visitors’ attention to the exclusive products – and away from the room layout. The floor – a white, woven vinyl carpet – fits perfectly into the interior concept and is surprisingly easy to clean despite its light colour.

Subtle graphic elements, inspired by graffiti from the Grisons, are harmoniously blended into the overall picture in a nod to the shop’s regional ties. A sophisticated lighting concept perfectly showcases both the walls and each individual watch and piece of jewellery.