Sotheby’s at Bucherer

Brand Experience – The Salon Zurich


Sotheby’s first permanent luxury retail hub came to life at the Bucherer flagship located in Zurich. In partnership with our client, we designed a space spanning over 160 square meters on Bucherer’s new third floor of the Sturzenegger building: The Sotheby’s Salon offers an exquisite assortment of jewelry, watches, art, a wine-tasting room, and more in an intimate setting. It represents a pioneering fusion of auction expertise and retail finesse in a unique shopping space. The initiative unveils a cross-category luxury destination featuring exclusive brands and exceptional items, including coveted products with remarkable origins.

The venue overlooking Zurich Bahnhofstrasse was designed to offer flexibility, serving the various requirements for exclusive events. Together, a space was created that equally feels like a luxurious townhouse, with different rooms fulfilling the event and consultation requirements. Clients have a direct purchasing option and experience unique sales opportunities like Sotheby’s Sealed. With its custom-designed wine-cave, the venue also serves as a social hub for enthusiasts, hosting events and educational experiences encompassing various luxury and lifestyle domains throughout the year.

The result of the strategic partnership between Sotheby’s and Bucherer, leverages their expertise to create an unparalleled space where collectors gather, learn, and indulge in their passions within a luxurious environment. Josh Pullan, Sotheby’s Head of Global Luxury Division, expressed enthusiasm for this partnership, emphasizing the shared vision to redefine luxury shopping. The collaboration reflects a blend of tradition and innovation, epitomizing the essence of both Sotheby’s and Bucherer.

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