Casio to launch London concept store

Leading watch brand Casio is launching its first concept store in London this month. The 933 sq ft store will occupy two floors within the Covent Garden Piazza, and will house the brand’s premium watches as well as some of its electronic

brands.

The concept store, designed by London-based creative agency HarrimanSteel, aims to align the Casio brand by featuring its premium watch brands, G-Shock, Baby-G, Edifice, Sheen and Pro Trek, as well as including Casio’s synthesizer products and its Exilim camera range within one retail space.

The aesthetic of the retail space centres around the brands history and Japanese heritage, with oversized history panels for consumers to get a snapshot into the key milestones in the Casio story, as well the welcome, opening times and other key information appearing in both English and Japanese, ‘subtly reminding people of the company’s origins’.

“We’re very much looking forward to opening our first premium retail store in one of London’s most prestigious retail neighbourhoods. People will get to experience Casio’s unique technology and designs, expressed in truly innovative ways throughout the store, making their shopping experience a truly memorable one,” said Tim Gould, Casio Head of Marketing.

“Each premium Casio watch brand is now defined by physical materials, taken directly from the products themselves. Whilst we are re-appropriating industrial materials to tell the Casio toughness story, our design concept uses them in much more refined and sophisticated way,” added Julian Harriman-Dickinson, Creative Partner, HarrimanSteel.

The Casio Group, ships more than 100m products per year, and in the fiscal year ending March 2011 its results showed net sales of 341 billion yen, approximately £2.64 billion.

The store opens to the public on April 21.