BASELWORLD SEIKO Stand 2008-2015

Deeply embodying the brand personality

We began our journey as a partner of Seiko Watch in 2008, participating in a design competition held every five years. At the time, the luxury watch market was in the midst of revitalization, and Seiko Watch exhibited at Baselworld as a top Japanese brand. Utilizing its high level of name recognition, the company aimed to enhance its premium feel in overseas markets and establish its global branding among the most discerning luxury watch users.

In 2008, we proposed a design plan based on the theme of "an environment that more deeply embodies the brand personality." With the desire to "let people get to know Seiko on a deeper level within a worldview that is unique to Seiko," we broke the unspoken rule of placing a show window on the exterior. We expanded the product exhibits inside, creating a symbolic expression for the entire pavilion, creating a space where visitors could become immersed in the Seiko worldview as they progressed deeper. By sticking to our unique theme and giving the pavilion a different appearance from the surrounding pavilions, we were able to make our presence stand out within the venue.

The Cube was designed in 2008-2012. The exterior is symbolic, with no product display windows.

The show window aisle inside the pavilion invites you into the world of Seiko.

Changes in the luxury watch market

Following the standard style of Baselworld, one pavilion design was used continuously for five years, maintaining a fresh look while updating the exhibits to match each year's product lineup.

In response to a request from Seiko Watch to strengthen sales promotion of its mid-price range lineup in addition to its high-end lineup, we presented a plan for the new pavilion design competition in 2013 that clearly embodied the concept of their two-axis product line. We developed an exhibition Spatial Production plan that corresponded to Seiko Watch's strategy to promote both their high-end lineup, created with the skills of artisans, and their lineup, which is centered on advanced technology. We created a highly appealing pavilion that meets the changing needs of the market, expressing these two axes throughout the pavilion while incorporating the unique Japanese aesthetic sense in every detail. These efforts were highly evaluated, and we have continued to be a partner to this day.

The luxury of the "Grand Seiko Wing" and the innovation of the "Seiko Wing" are expressed throughout the pavilion.

Harmony between Japan and overseas, with different sensibilities

Even a product with excellent functional characteristics will not lead to results unless it is presented in a way that resonates with the viewer's heart. Since sensibilities differ between Japan and other countries, we worked with Seiko Watch to find Spatial Production ways to appeal to local audiences. We developed an advanced spatial expression as well as a place to communicate Japanese technology, including demonstrations where visitors can see Japanese craftsmen's skills up close, symbolic displays made of watch components, and Video expression using state-of-the-art technology. The building also features a relaxing lounge and a bar that resemble a mansion, creating a place where visitors can feel at home.

We used the insights gained from our ongoing efforts to understand the brand strategy and specifications of the products, as well as to analyze and consider the market to determine effective expressions. While sharing the customer's goals and challenges, we sought solutions in every aspect, including design and production, and gave them shape. We will continue to support Seiko Watch as it moves forward in its quest to be recognized in the global market as a brand that transmits advanced technology and produces quality products that it can be proud to show the world.

A video presentation of a watch photobook by three photographers

Entertaining visitors in a relaxing lounge and bar