Design ASKWATCH Store Establish Different Relationships With Customer

Front view ASKWATCH Nakano, Photo by Kenta Hasegawa OFP

Located in the commercial center of Nakano Broadway Tokyo, Japan, The ASKWATCH Nakano store was designed by Kenta Nagai Studio to display world-class watch products. Nakano Broadway is a mecca for the luxury watch subculture, with many watch shops lining the streets. Thus, Kenta Nagai Studio designed this store while still following the brand image of the ASKWATCH store by highlighting aspects of the site's state to give visitors an attractive impression.

Entrance ASKWATCH Nakano, Photo by Kenta Hasegawa OFP

Entrance corridor ASKWATCH Nakano, Photo by Kenta Hasegawa OFP

ASKWATCH stores have room lighting characteristics that are focused and centered on product displays. This concept is applied to the entire interior of the store so that customers can focus on seeing the details of the product at these hours. However, secondary lighting is still added to help keep the room bright.

Located in a bustling commercial center with many stores selling the same products, Kenta Nagai Studio designed something different on the façade of ASKWATCH. The façade looks attractive thanks to the colored glass applied between the common area and the interior of the store.

Overall interior view ASKWATCH Nakano, Photo by Kenta Hasegawa OFP

The store's interior is designed to follow the brand concept and highlight high contrast to connecting space and time. The characteristics of each finishing material, such as stone, plastic, and aluminum, and arranging them within the space. 

This also makes the visual design look more weighty and timeless with the addition of stone decorations on several sides of the store. In addition, storefronts are made long and narrow to create depth in the limited space of the store, eliminating the sense of crampedness and difficulty of entering the store.

Showcase view ASKWATCH Nakano, Photo by Kenta Hasegawa OFP

Overall interior view ASKWATCH Nakano, Photo by Kenta Hasegawa OFP

Kenta Nagai Studio creates a store that embodies the brand's concept while considering the environment and customers who visit the store to make it a worthy representation of being a mecca for watches, specifically ASKWATCH.

Interior Lounge view ASKWATCH Nakano, Photo by Kenta Hasegawa OFP