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Grand Seiko Flagship Boutique Ginza Namiki-dori

The boutique has a new look, based on the new brand message, "Alive in Time/For those living in this moment."

  • Commercial Spaces
  • The exterior expresses Grand Seiko's craftsmanship and sophistication with a graphical white wood lattice design based on an abbreviated character motif.

    The exterior expresses Grand Seiko's craftsmanship and sophistication with a graphical white wood lattice design based on an abbreviated character motif.

  • From the second floor business meeting lounge, you can see Ginza Namiki-dori Street through the plain wooden latticework.

    From the second floor business meeting lounge, you can see Ginza Namiki-dori Street through the plain wooden latticework.

  • The interior space, framed by curved walls, expresses the dynamism of the new brand message, "Alive in Time/For those living in this moment."

    The interior space, framed by curved walls, expresses the dynamism of the new brand message, "Alive in Time/For those living in this moment."

  • The design of the space, the case fixtures, and the displays within the case all consistently express the new Grand Seiko brand image.

    The design of the space, the case fixtures, and the displays within the case all consistently express the new Grand Seiko brand image.

  • The clocks are neatly arranged on a tray resembling a meal tray, Spatial Production a Japanese feel.

    The clocks are neatly arranged on a tray resembling a meal tray, Spatial Production a Japanese feel.

  • Grand Seiko Flagship Boutique Ginza Namiki-dori
  • From the second floor business meeting lounge, you can see Ginza Namiki-dori Street through the plain wooden latticework.
  • The interior space, framed by curved walls, expresses the dynamism of the new brand message, "Alive in Time/For those living in this moment."
  • The design of the space, the case fixtures, and the displays within the case all consistently express the new Grand Seiko brand image.
  • The clocks are neatly arranged on a tray resembling a meal tray, Spatial Production a Japanese feel.

Photo: Nacása & Partners Inc.

About the Project

Overview The store is located on Ginza Namiki-dori, a street-front street lined with luxury watch brands, with the sales floor on the first floor and the business lounge on the second. The boutique has a new, light and warm look, with white plaster walls and plain wood showcases. Taking advantage of its location in Ginza, the store will communicate its brand message to domestic luxury watch fans and inbound tourists.
Issues/Themes Grand Seiko will communicate its new brand message, "Alive in Time/For those living in this moment," to increase the brand's appeal to younger generations and overseas.
Space Solution/Realization Based on Grand Seiko's new brand message, "Alive in Time/For those living in this moment," we created design guidelines for the boutique that express the new brand image. Based on these guidelines, we designed the boutique to suit the location and lot. From the exterior to the interior space, case fixtures and clockwise displays, all designs consistently express the new brand image, and will serve as Grand Seiko's new communication tool for the world.
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 Planning, Basic Layout
Project Leads at Tanseisha Creative Direction: Inose Yasushi
Design, Layout: Yasushi Inose, Yoshiyuki Endo
Project Management: Yukari Suegara
Location Tokyo, Japan
Opening Date April 2023
Website https://www.grand-seiko.com/jp-ja/storesinfo/JP-86768
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

Renewal of the open-air bath "Tanayu" with a great view at Suginoi Hotel in Beppu Onsen, Primo Azabu-Juban Clinic, BASELWORLD SEIKO Stand 2008~, Shinjuku Oiwake Clinic ladies' floor, Uguisudani Health Checkup Center medical examination floor renewal, 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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