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Grand Seiko Boutique Omotesando Hills

A unique boutique aiming to promote its brand to a younger demographic

  • Commercial Spaces
  • Utilizing the glass sashes of Omotesando Hills, the front of the store is treated as a large window, displaying new models alongside updated art and Video. The gate leading to the back of the store heightens the sense of anticipation on the facade.

    Utilizing the glass sashes of Omotesando Hills, the front of the store is treated as a large window, displaying new models alongside updated art and Video. The gate leading to the back of the store heightens the sense of anticipation on the facade.

  • While incorporating the texture of the "Design Guidelines," the Omotesando store has a simpler, bolder fixture design aimed at a younger demographic.

    While incorporating the texture of the "Design Guidelines," the Omotesando store has a simpler, bolder fixture design aimed at a younger demographic.

  • A Video space that expresses the world of Grand Seiko. Video are updated regularly, and just like the ever-evolving Grand Seiko brand, the boutique also continues to evolve.

    A Video space that expresses the world of Grand Seiko. Video are updated regularly, and just like the ever-evolving Grand Seiko brand, the boutique also continues to evolve.

  • At the counter, you can look at, touch, and try on watches while chatting with the staff.

    At the counter, you can look at, touch, and try on watches while chatting with the staff.

  • This artwork features the lion emblem, a symbol of Grand Seiko, reimagined in a modern style by puppeteers and ceramic artists. The lion statue is regularly updated by various artists.

    This artwork features the lion emblem, a symbol of Grand Seiko, reimagined in a modern style by puppeteers and ceramic artists. The lion statue is regularly updated by various artists.

  • Grand Seiko Boutique Omotesando Hills
  • While incorporating the texture of the "Design Guidelines," the Omotesando store has a simpler, bolder fixture design aimed at a younger demographic.
  • A Video space that expresses the world of Grand Seiko. Video are updated regularly, and just like the ever-evolving Grand Seiko brand, the boutique also continues to evolve.
  • At the counter, you can look at, touch, and try on watches while chatting with the staff.
  • This artwork features the lion emblem, a symbol of Grand Seiko, reimagined in a modern style by puppeteers and ceramic artists. The lion statue is regularly updated by various artists.

Photo: Nacása & Partners Inc.

About the Project

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.
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.

Basic Information

Client Seiko Watch Corporation
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
Yasushi Inose

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.

Main Achievements

Watches & Wonders Geneva 2025 Grand Seiko, Grand Seiko Boutique Omotesando Hills, Grand Seiko Flagship Boutique Ginza Namiki Street, Beppu Onsen Suginoi Hotel Grand View Open-Air Bath 'Tanayu' Renovation, Primo Azabu-Juban Clinic, BASELWORLD SEIKO Stand 2008~, Shinjuku Oiwake Clinic Ladies Floor, Uguisudani Health Checkup Center Comprehensive Dock Floor Renovation, 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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