Luxury watch brand ASKWATCH has unveiled its second retail space inside Tokyo’s Nakano Broadway shopping mall. The new store was conceived by locally based Kenta Nagai Studio to stand out from its neighbors and conjure feelings of anticipation and curiosity through a sensitive lighting scheme.
A façade of colored glass transforms the white light of the mall’s interiors into an amber glow that permeates the ASKWATCH store, where mirrors are installed to make the space to feel more expansive. The strong contrast of materiality also serves to embody a bond between time and space. In addition to plastic and aluminum, stone was applied as a visual reference to the unique weight of the watches on display as well as the accumulation of time.
“I wanted to treat each of the various elements necessary for a store as a single object, and we wanted to create a single space by composing them like a collage,” says designer Kenta Nagai. “Each object was inspired by various things I have seen in the past, such as science fiction movies and Japanese gardens, and was combined into a simple shape while taking advantage of the characteristics of the materials.”
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