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A unique boutique aiming to promote its brand to a younger demographic
Photo: Nacása & Partners Inc.
Overview | The store is unique and unlike any other boutique, with an immersive space that embodies the brand message, "Alive in Time/For those living in the present moment," a corner where you can experience Grand Seiko watches firsthand, and a corner where artists who have an affinity with Grand Seiko's craftsmanship exhibit works that express the charm of Grand Seiko. |
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Issues/Themes | Taking advantage of its location in Omotesando, which is popular with young people, the company aims to raise awareness of the merits of Grand Seiko and Grand Seiko watches among even younger generations. |
Space Solution/Realization | We aimed to create a new watch boutique where our new target audience, young people, could experience and feel the passage of time in a real way. Inside the store, customers are surrounded by Video that express the world of Grand Seiko - the sense of time and the changing seasons in nature - and can experience the flow of time in nature. They can also actually touch and try on watches, and discover the appeal of Grand Seiko through a real experience of time. Furthermore, we collaborated with "B-OWND," an arts and crafts platform provided by our company, to display symbolic artwork in the store window, aiming to make a strong impression on passersby. Furthermore, we will continue to regularly update this exhibition corner with works by various artists. |
Design for Environment | Safety design: To prevent customers from touching the fixtures and injuring themselves, the fixtures are designed with rounded edges to eliminate sharp corners. |
Client | Seiko Watch Corporation |
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Services Provided | Basic Layout, Execution Design, Production, Construction, Video Production, artwork Produce |
Project Leads at Tanseisha | Creative Direction: Inose Yasushi Design, Layout: Yasushi Inose, Koshiro Takeshima Production, Construction: Yamada Kazuma, Nakamura Kirara, Endo Masaki Artwork Produce: Hajime Isojima, Ken Ishigami Project Management: Yukari Suegara |
Location | Tokyo, Japan |
Opening Date | May 2024 |
Website | https://www.grand-seiko.com/jp-ja/storesinfo/JP-86915 |
Tag |
Creative Direction
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.
*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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