Casio has opened a pop-up shop for its G-Shock watch brand in the Netherlands’ capital that brings something new to the format. By John Ryan
Opened a couple of weeks ago, the latest pop-up store for Casio’s G-Shock watch brand is in Amsterdam and shows how this form of retail continues to offer something new that can turn heads. As is always the case with anything small that has to be merchandised in a relatively large area, the trick that this store manages to pull off is to focus the gaze on specific areas.
It does so using a series of black mid-shop display fixtures on wheels that have glass cases on their tops, making the whole feel a little like a museum. Given its size, the store also sensibly restricts the colour palette to orange and black, with floor-to-ceiling monochrome imagery providing additional visual interest along one of the walls.
Couple all of this with a reflective orange ceiling and product spotlighting, rather than ambient lighting, and Casio has once more come up with a temporary space that feels more exciting than many permanent stores.
The store is open until July 3rd.
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