Last night (April 18) Stylus attended the opening of a new concept store for Japanese watch brand Casio in London’s Covent Garden. Designed by local creative agency Harriman Steel, the fresh retail environment plays down Casio’s retro connotations in favour of showcasing its more premium side.
The 933 sq ft store houses Casio’s most high-end products, including G-Shock Premium watches and newly released Casio musical synthesisers. To showcase these items, Harriman Steel opted for a mix of technological and traditional display fixtures.
The agency has taken the industrial aesthetic of Casio’s watches and reinterpreted it to create a sophisticated retail space. Modular display plinths have been designed in materials specific to the individual watches being displayed. Many have additional interactive features such as manually changeable film projections, and tablets for browsing the Casio website and additional product and company information.
While the store generally avoids references to the brand’s fashionable 20th-century pieces, such as 1980s calculator watches, which have found a new breed of retro-loving fans in recent years, Casio’s heritage is highlighted with large history panels telling the story of the brand, and key events and products in its timeline.