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- Seiko overseas boutique design development
(Seiko Boutique London/
Grand Seiko Boutique Beverly Hills)
Seiko overseas boutique design development
(Seiko Boutique London/
Grand Seiko Boutique Beverly Hills)
Developing store designs to enhance global brand value and accelerate global expansion
- Commercial Spaces
With Grand Seiko becoming an independent brand, the first Seiko boutique to combine the boutique designs of Seiko and Grand Seiko was realized at "Seiko Boutique London". In addition, the design of a Grand Seiko stand-alone boutique was developed for the flagship store "Grand Seiko Boutique Beverly Hills".
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The entrance facing the high-end shopping street of Rodeo Drive, lined with luxury watch stores (Grand Seiko Boutique Beverly Hills)
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The area in front of the entrance is the Seiko area.
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The sales floor at the back of the store is the first Seiko boutique to feature the new Grand Seiko Boutique design.
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At the back of the Grand Seiko area is the business lounge
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The interior is based on grey and features the iconic Grand Seiko Blue Panel.
Photo: Nacása & Partners Inc.
About the Project
| Overview | With Grand Seiko becoming an independent brand, the first Seiko boutique to combine the boutique designs of Seiko and Grand Seiko was realized at "Seiko Boutique London". In addition, the design of a Grand Seiko stand-alone boutique was developed for the flagship store "Grand Seiko Boutique Beverly Hills". |
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Basic Information
| Client | Seiko Watch Corporation |
|---|---|
| Services Provided | Facility Concept Planning, Design, Layout |
| Project Leads at Tanseisha | Facility Concept Planning: Miho Yagabe Direction, Design, Layout: Yasushi Inose Project Management: Hiroyuki Kano |
| Location | England (Seiko Boutique London), America (Grand Seiko Boutique Beverly Hills) |
| Opening Date | Seiko Boutique London: August 2017, Grand Seiko Boutique Beverly Hills: November 2017 |
| Tag |
Seiko Boutique London
A Seiko boutique is planned for Brompton Street in Knightsbridge, a high-end shopping area lined with luxury department stores and hotels. This store aims to promote Grand Seiko, which was born in 1960 with the ambition to "create the world's finest watches" and was announced as an independent brand in 2017, to the world, and to enhance the value of the Seiko brand in Europe. In addition to being a Seiko boutique, it will be the first European boutique to introduce a sales floor designed with a new image for Grand Seiko.
Taking advantage of the deep, narrow space, we created a room-to-room layout, placing the Grand Seiko sales area at the back of the Seiko boutique. Following the conventions of traditional European luxury watch shops, we've positioned the high-end watch area at the back of the store, with a consultation salon further beyond. This configuration aims to enhance the Grand Seiko brand's sense of luxury and elevate the overall prestige of the boutique.
The area in front of the entrance is the Seiko area.
The sales floor at the back of the store is the first Seiko boutique to feature the new Grand Seiko Boutique design.
At the back of the Grand Seiko area is the business lounge
Grand Seiko Boutique Beverly Hills
We are planning the world's first Grand Seiko specialty store, "Grand Seiko Boutique," in Rodeo Drive, a high-end shopping zone in Beverly Hills, North America. This flagship store aims to expand the Grand Seiko fan base, and we have developed a design that will be easily adaptable for future global expansion.
This new Grand Seiko collection completely revamps the brand's image, unifying the interior's base color with gray. The color scheme combines luxury and modernity, aiming to appeal not only to existing Grand Seiko fans but also to a new demographic who may not have previously had any connection to Grand Seiko.
As we expand our boutiques globally, we have newly developed the "Grand Seiko Blue Panel," which will serve as the wall around each store. We have also designed a relief graphic featuring the Grand Seiko abbreviation as an iconic motif within the shops.
The interior is based on grey and features the iconic Grand Seiko Blue Panel.
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
*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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