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Seiko Dream Square

An experiential hub promoting the Seiko brand from the heart of Ginza to the world

  • Commercial Spaces
  • The Seiko Satellite Museum on the first floor is modeled after the inside of the Wako clock tower.

    The Seiko Satellite Museum on the first floor is modeled after the inside of the Wako clock tower.

  • The exterior is expressed using Seiko's key visual, the "SEIKO lattice." The entrance heightens the sense of anticipation as if entering a clock tower.

    The exterior is expressed using Seiko's key visual, the "SEIKO lattice." The entrance heightens the sense of anticipation as if entering a clock tower.

  • Seiko's history and technology are on display inside the object, which has a watch gear motif.

    Seiko's history and technology are on display inside the object, which has a watch gear motif.

  • The "PROSPEX Room" on the second floor depicts an ocean surrounded by reefs.

    The "PROSPEX Room" on the second floor depicts an ocean surrounded by reefs.

  • The colorful floor "LUKIA Room" is themed on the traditional Japanese colors "Kasane."

    The colorful floor "LUKIA Room" is themed on the traditional Japanese colors "Kasane."

  • The "PRESAGE Room" embodies the worldview of "Made in Japan" with its Japanese-style tea room-like furnishings

    The "PRESAGE Room" embodies the worldview of "Made in Japan" with its Japanese-style tea room-like furnishings

  • The fourth floor is the "ASTRON Lounge," which is modeled after the living room of a new rich person who loves space and sports.

    The fourth floor is the "ASTRON Lounge," which is modeled after the living room of a new rich person who loves space and sports.

  • Seiko Dream Square
  • The exterior is expressed using Seiko's key visual, the "SEIKO lattice." The entrance heightens the sense of anticipation as if entering a clock tower.
  • Seiko's history and technology are on display inside the object, which has a watch gear motif.
  • The "PROSPEX Room" on the second floor depicts an ocean surrounded by reefs.
  • The colorful floor "LUKIA Room" is themed on the traditional Japanese colors "Kasane."
  • The "PRESAGE Room" embodies the worldview of "Made in Japan" with its Japanese-style tea room-like furnishings
  • The fourth floor is the "ASTRON Lounge," which is modeled after the living room of a new rich person who loves space and sports.

Photo: Nacása & Partners Inc.

About the Project

Overview This is an experiential hub that spreads the Seiko brand to the world from the heart of Ginza, the birthplace of Seiko Watch. The first floor is a museum based on the concept of the inside of the clock tower of Wako in Ginza, and introduces Seiko's history and technology while tracing the history of Seiko Watch manufacturing. On the second to fourth floors, you can shop while experiencing Japanese "hospitality" in a space that expresses the worldview of the four main brands.
Issues/Themes To create a base that directly promotes the Seiko brand in Ginza, a place where people from all over the world come and go. To incorporate experiential content so that customers from Japan and abroad can experience and feel the charm of Seiko.
Space Solution/Realization The "MUSEUM" on the first floor is modeled after the interior of Wako's clock tower, and is an entrance space that is easy to enter even for customers who are not particularly interested in watches, with the aim of expanding the number of Seiko fans. The "BOUTIQUE" on the second to fourth floors is a room-to-room structure with a different worldview for each brand. The centerpiece is Spatial Production that allows visitors to experience information about each brand, surrounded by a counter that increases purchasing motivation by allowing visitors to actually see and touch the watches. Brand experiences that utilize digital technology, such as product information displays linked to tablet devices on each floor via customers' smartphones and a walking rally that takes visitors around the facility, are also provided, with the aim of creating Showrooms boutique that balances Seiko's brand communication and purchasing throughout the entire facility.
Design for Environment LED lighting fixtures were used, and after verifying the optimal lighting environment for each area, a plan was created to eliminate unnecessary energy loss.

Basic Information

Client Seiko Watch Corporation
Services Provided Display Planning, Design, Layout, Production, Construction, Project Management
Our Team Project Management: Hiroyuki Kano, Hiromichi Endo
Planning: Masato Watanabe, Mugiko Komatsuda, Miho Yagabe
Direction: Taisuke Uegakiuchi, Yasushi Inose
Design, Layout: Yasushi Inose, Yusuke Obikawa, Mai Tsuruya, Hanae Kaneko
Production, Construction: Keisuke Miyake, Takuma Shimazawa, Hiroki Sakamoto, Toshiji Imai, Yasuo Kawaminami
Spatial Production, planned and produced by: Miki Ishiai, Isamu Kobayashi, Kazuki Sawaki, Junpei Fujitani
Location Tokyo, Japan
Open December 2018
Website https://dreamsquare.seikowatches.com/
Tag
Yasushi Inose

Direction, Design, Layout

Yasushi Inose

After working on creating spaces for cultural facilities, he is now involved in creating a variety of spaces, including restaurants, retail stores, offices, and event spaces. He pursues problem-solving designs in a wide range of fields, regardless of industry or business type. Recently, he has been focusing on designing Hospitality Spaces, which are attracting increasing attention in society, such as the medical field (clinics, health checkup centers) and sports hospitality facilities.

Main Achievements

Chibana Clinic Health Management Center, MY Medical Clinic Otemachi, Nagoya Garden Clinic, Seiko Dream Square, BASELWORLD SEIKO Stand 2008~, Junpukai Health Management Center VIP LOUNGE renewal, Shinjuku Oiwake Clinic Ladies Floor, Uguisudani Health Checkup Center 2F, Uguisudani Health Checkup Center Health Checkup Floor renewal, THE LANDMARK SQUARE TOKYO, etc.

*The shared information and details of the project is accurate as of the date they were posted. There may have been unannounced changes at a later date.

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