Almost every luxury brand sells products online now. But despite this, studies show that luxury buyers still prefer to buy in-store. The store environment turns a transaction into an experience, and your signage is the first thing that tells customers what kind of moment to expect. In luxury retail, the store design does a lot of the selling, and your signage sets the tone before a customer even sets foot in the store. Watches of Switzerland runs some of the best-known luxury watch and jewelry stores in the US and the UK, and Mayors is one of its leading American brands. When Mayors launched its Time For Takeoff campaign, we produced the window signage, floor graphics and display case pieces, including the store at Town Center at Boca Raton. Here’s how the project came together.
Signage Rollout for Time For Takeoff Campaign
Time For Takeoff is a travel-themed campaign built around jewelry and watches you’d pack for your next trip. Mayors split it into collections like Jet Set Edit and Brilliance Onboard, with pieces from Roberto Coin, Messika and Yeprem. The store also carries watch brands like Rolex, Omega, Tudor, IWC Schaffhausen, Grand Seiko and Longines. The campaign needed to feel luxurious yet light and open, like the moment a plane breaks through the clouds. Our job was to carry that feeling from the website into a physical space without cluttering the cases or competing with the product.
Window Signage and Window Displays That Stop Shoppers
On the storefront windows, we installed a 57″ x 108″ ultra clear film on each of the two front windows. The cloud artwork sits at the bottom and fades to clear at the top, so shoppers can still see into the store. We also applied a 48″ x 12″ light blue contour-cut adhesive vinyl that spells out Time For Takeoff. Contour cutting trims the vinyl to the shape of the letters, so you get clean type with no visible background. Inside the window jewelry case displays, we placed 24″ x 14″ adhesive vinyl prints of a sea and sky painting behind the jewelry. Then we added 3D paper airplane sculptures to the cases to give the displays depth and tie back to the travel theme.
Floor Graphics and Display Case Signage Inside the Store
The campaign continued once you walked in. The biggest piece was a 10′ x 8′ adhesive vinyl floor graphic with the Time For Takeoff wordmark layered over the same sea and sky painting. Floor graphics work well in a store like this because they claim space without blocking sightlines or taking up wall space. We also printed a 42″ x 10″ sea and sky adhesive vinyl backdrop for an interior display case and cut a 36″ x 8″ white contour-cut vinyl wordmark. Using the same painting across the windows, floor and cases kept the retail design consistent. Customers saw one story from the mall corridor to the display cases. And since every piece is vinyl, the store can pull it down when the campaign ends and swap in new graphics. That’s the value of interchangeable signage. You refresh the look each season without rebuilding anything.
Why Luxury Signage Matters for Luxury Brands
A customer looking at an expensive bracelet notices everything, consciously or subconsciously. Peeling corners, faded prints or crooked lettering tell them the store doesn’t care about details. That hurts trust, and trust is an important factor when selling luxury goods. Good luxury signage does the opposite. It matches the quality of the product and supports the brand story. Visual merchandising in high-end stores follows a simple rule. Keep it clean, keep it consistent and give the product room. Your retail signage should frame the merchandise, not fight it. Material choice matters too. Quality vinyl and clear films print sharp color, sit flat on glass and floors and come off clean. That makes them a smart fit for store signage that changes with each campaign.
Plan Your Next Retail Store Signage Project
The Mayors Time For Takeoff project shows how retail store signage works best as one cohesive project. We used adhesive vinyl for the windows, cases and floor, added paper airplane sculptures for depth and kept one painting as the thread through the whole store. The result fits the brand and comes down easily when the next campaign arrives. If you run a luxury store and want signage that matches the quality of your products, contact 40 VISUALS to start your next project.
