As Watches of Switzerland expands in the US — with a new flagship store at American Dream in New Jersey slated to open later this year, as well as multiple mono-brand boutiques — the growing retailer also continues expanding in their home market, the UK.

Originally confirmed last year, the Watches of Switzerland Group will be one of the first retailers to open at the new Battersea Power Station destination shopping center situated on the south bank of the River Thames in London.

One of the hottest trends in retail is for developers to create unusual ways to draw in consumers which is crucial as traditional malls and retail in general decline and as e-commerce continues to grow. At Hudson Yards, for instance, the draw is not just the shops but also experiences such as The Vessel (a climbable public sculpture), The Edge (a cantilevered observation deck with a portion of the floor that’s transparent), The Highline (a raised walkway ending at Hudson Yards), and The Shed (a concert and events venue).

Battersea Power Station is not unlike Hudson Yards in that the 42-acre redevelopment site will house shops and restaurants as well as unique experiences such as two events venues and a glass elevator that rises inside one of the old power factory chimneys — providing 360-degree panoramic views of the area.

“Built in the 1930s, Battersea Power Station is a Grade-II* listed landmark but has been empty since being decommissioned in 1983,” according to Dezeen. Like the American Dream mall, there have been a number of attempts to develop Battersea, which were all unsuccessful until now.