Focussing their London retail offering to a single location on Carnaby Street, Casio selected Double Retail to design and build a new flagship store that would physically interpret G‑Shock’s brand values and surpass their previous retail offering. Casio needed a partner that could handle the entire process end to end, allowing the marketing team at G‑Shock to focus on product, promotion and staffing.
The brief detailed a space that could comprehensively display G‑Shock’s varied product range in such a way that appeals to a mixed demographic shopping at vastly differing price points. All bespoke fixtures, fittings and equipment were designed and engineered by Double Retail and fitted for the space.
Location
London
Size
750 sq ft
Services
Design, Build & Installation, Project Management
Brief
Design a flagship store that embodies the brand’s values and sets a precedent for future retail.
Solution
Our material palette brought the brand to life in a store that focussed on adaptability, segmentation and premium presentation.
Photography courtesy of Max McClure
“The Double Retail team were great to work with on launching our flagship store on Carnaby Street”
Poonam Modhvadia
Retail Marketing Manager, Casio UK.
RFID key cards operate all locks in the store, providing store staff and customers with a technically advanced user experience akin to that of Casio’s products. A premium zone exists to the rear of the store while main product lines are displayed in moveable cabinets presenting Casio with a versatile and futureproof store that can be adapted for specific collections or product launches.
Additional design elements include a large scale, deconstructed and suspended Casio DW5600 watch, drawing customers into the G-Shock experience. A historic timeline of G-Shock product penetrates the central line of the store providing context to today’s timepieces, and in-built cabinet spaces present opportunity to easily refresh installations, keeping the London store at the cutting edge of Casio’s retail marketing.
G‑Shock London now represents the brand’s most successful retail space, rivalled only by the twin pairing of stores in Tokyo’s Ginza district. Delivering a fully customised flagship store design to Casio has seen customer engagement increase, provided a platform to drive increased launches of new and exclusive product, and set a precedent for future G‑Shock stores worldwide.
