Rerunning the collaboration with the watch brand ASKWATCH, designer Kenta Nagai takes over the interior plan of the watch store based in Nakano, Tokyo. Specializing in rare watches from around the world, the Japanese shop is designed with a strong brand image and engages with an environmental connection through extensive use of stone materiality. Located in ‘Nakano Broadway’, a commercial facility with a high density of various products and small stores, the main showroom differentiates from the rest through an orange-colored glass facade standing between the common area and the interior of the store.

all images by Kenta Hasegawa Toughened Safety Glass

The designer reconstructs the space in consideration of the environmental factors and visual relationship with the customer. The main store’s characteristic lighting scheme eliminates ceiling lighting and uses only fixtures creating an unusual tone emphasizing on the goods. In an effort to differentiate from the other shops of the facility, the watch store erects a colored glass facade. Standing between the common area and the interior zone, the orange glass surface filters the store’s inorganic light converting it into an elegant amber hue flowing inside and outside of the showroom and attracting customers’ attention. Following the concept of the brand, the interior of the store is designed with high contrasts to create a sense of the relationship between time and space, while also taking advantage of the characteristics of each finishing material arranged, such as stone, plastic, and aluminum.

Opting for a rough texture, the design applies stone to some of the walls visualizing the material’s unique weight and the accumulation of time. The front wall of the long and narrow cylindrical storefront is mirrored to create depth in the limited store space, eliminating the sense of oppression and the difficulty of entering the store when confronted with the counter. The watch store embodies the brand’s identity while setting up captivating finishes and design features.

askwatch is designed with a strong brand image extensively using stone as the main material

the store appears through an orange-colored glass facade

the glass facade stands between the common area and the interior of the store

the Japanese brand specializes in rare watches from around the world

name: ASKWATCH Designer: Kenta Nagai |@mystudio

photography: Kenta Hasegawa – OFP |@kentahasegawa

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edited by: christina vergopoulou | designboom

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