David M Robinson, Manchester
An award-winning retail refurbishment in the heart of Manchester’s retail district

In 2018, 5plus was appointed to develop proposals for the refurbishment of David M Robinson’s (DMR) flagship store in Manchester’s St Ann’s Square Conservation Area.

Occupying the lower floors of the Equitable Building, the DMR store is at the heart of Manchester’s retail district. The redevelopment of the upper floors of the building by others presented an opportunity for DMR to expand into an adjacent retail unit and, consequently, the time was considered right for a thorough refurbishment of the existing unit which had become tired and dated.

The brief for the project was to “create the most “talked about” luxury retail space in the North West.” The aim was to create a new enlarged unit with a dramatic presence befitting its prominent location. Whilst a DMR showroom, it was also contain one of the UK’s largest and most impressive Rolex “espaces”, the showroom therefore needed to be the epitome of modern luxury retailing.In developing our proposals, we reviewed DMR’s customer profiles – ranging from engaged couples to tourists and watch collectors – and their typical customer journey and space requirements. We also reviewed DMR’s other locations in Altrincham and Liverpool and other comparative jewellers to help benchmark and finalise the brief.

The completed project has transformed the retail unit. The store now provides an open, contemporary space split over two levels. On the lower ground floor a new Rolex private consultation lounge and bar, which doubles as an event space, is provided. This space also offers a Horology Library and is overlooked by the watchmaker’s workshop.

“Entering David M Robinson’s refurbished and extended Manchester showroom is like walking into a Four Seasons hotel with Michelin-starred levels of service and attention to detail.” – WatchPro Magazine

In 2019, the store won “Best Refurbished Store” at the WatchPro awards.