LFW: G-Shock x b Store

Watch brand G-Shock, and luxury boutique b Store teamed up on a direction design workshop

Hellicar&Lewis for an interactive installation during LFW. The visual showcase is augmented by an audio installation by Arthur Carabott, based on the movement of participants in the space.

The installation ‘Feedback I’ is a responsive interactive piece originally commissioned for Roundhouse CircusFest 2010. Using advanced computer vision techniques it allows viewers to distort and remix their own body image. It is located in the entrance vestibule of Portland Place, and leads to the separate ‘Inside Out’ installation inside the show venue that displays the b Store collections.

Sarah Salter, Timepiece Product Manager (Marketing) at Casio UK, commented on the collaboration: “(ed.) We continue to create unique watch designs together for four years after we launched our first collaborative project. b Store is renowned in Japan and with our Japanese heritage we have been able to create a partnership that has great natural synergy and meaning.”