Focusing their London retail offering to a single location on Carnaby Street, G-Shock selected Double Retail to design and build a new flagship that would physically interpret the brand’s values and surpass their previous retail offering. Working with the existing architecture of the building – previously a 60sqm white shell – Double Retail created an environment that clearly segmented G-Shock’s extensive product range, elevating the premium product offering and amplifying the brand’s values through use of lighting, display and materials.
The material palette boasts G-Shock’s core brand value of toughness, with concrete wall panelling, a slate floor and raw hot rolled steel surfaces throughout. The centre of the store is dissected by a timeline feature, chronicling a full lineage of product over white backlighting. Opposing walls then present a series of modular, moveable cabinets that house the main product collections.
The rear enclave of the store is home to the most premium product line, Mr-G. Inspired by a fusion of traditional Japanese tea-houses and futuristic sci-fi dystopias, the exclusive space is bathed in neon light from the floor, and showcases its product offering on upholstered leather padding through a wrap-around letterbox of crystal clear glass.
Statement pieces such as an exploded, up-scaled original DW5600 watch laser cut from clear acrylic or the oversize cast aluminium watch breaking through the right-hand wall compliment the environment and further embody the brand’s identity. The space is designed to appeal to a varied demographic, engaging brand newcomers and loyal G-Shock fans alike. Now fully open, the store at 56a Carnaby Street will be displaying a full range of G-Shock watches with exclusive and limited edition models available.
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