• Overview

  In May 2024, the “Grand Seiko Boutique” opened in Omotesando Hills. While Tanseisha oversaw the overall design and construction of the space, B-OWND collaborated on art production. By integrating the power of contemporary craft art into an immersive environment that embodies Grand Seiko’s brand message, “Alive in Time,” the boutique serves as a unique store that conveys the brand’s appeal to a new customer base, including younger generations.

• Project Background and B-OWND’s Role

  Located in Omotesando, an area popular among younger people, the key challenge was how to communicate the brand’s allure to new demographics. To address this, B-OWND added new value to the space through the power of art. Combining Tanseisha’s expertise in spatial design with B-OWND’s services, symbolic artworks were displayed in the store windows to attract the gaze of passersby and draw them into the brand’s world.

• About the Artwork

  Inside the boutique, artworks reinterpreting Grand Seiko’s iconic “Lion Crest” were installed, created by dollmakers and ceramic artists produced by B-OWND. These works are updated regularly, expressing the idea that, just as Grand Seiko’s brand image continues to evolve, so too does the boutique itself. This initiative forms part of B-OWND’s B-to-B business in spatial art coordination.

• Store Information

  ・Store Name: Grand Seiko Boutique Omotesando Hills
  ・Opening Date: May 2024
  ・Location: Tokyo, Japan
  ・Artwork Production: B-OWND
  

Photography: Nacasa & Partners Inc.