Harriman Steel creates Casio flagship store

The consultancy has developed a new point-of-sale concept for the store, which will roll out to other Casio retail touchpoints, such as Heathrow Airport, Harrods and other concessions.

Julian Harriman-Dickinson, creative partner at Harriman Steel, says the brief for the flagshop store, which features Casio brands including G-Shock, Baby-G and Edifice, was to ‘elevate the main Casio brand’.

To achieve this, the consultancy has simplified the branding across the sub-brands. Harriman-Dickinson says, ‘Where before there were lots of different typefaces, colours and styles, we’ve minimised the logos and reduced everything to black and white and a single typeface, so you get a lot more clarity.’

Instead of using photography or graphics-heavy point-of-sale collateral, Harriman Steel has developed a structure based on the materials and finishes of the watches themselves.

Harriman-Dickinson says, ‘With the G-Shock for example the primary finish is matt black and the secondary finish is gloss black – these are brought into the point-of-sale materials.’

He adds, ‘Key to the store is a monochromatic feel, so we’ve stripped out the Casio blue that people might associate with the brand. We’re also underlining the core message of toughness through using materials such as polished concrete and rusted thick-gauge steel.’

The store will be split over two floors, with the top floor housing more premium brands and the lower floor housing more traditional brands. Harriman-Dickinson says the top floor will have a more ‘premium’ feel while the lower floor will feel more ‘urban’.

The new store is set to open on April 21. Harriman Steel was appointed to the work in July following a six-way pitch.