Rolex new flagship store in Tokyo's Ginza: A blend of modernity and tradition

Rolex has unveiled its latest flagship store, a remarkable four-floor edifice in Tokyo’s iconic Ginza district. Rising majestically along Chuo-Dori Avenue, this new store stands as a testament to Rolex’s timeless elegance and innovative spirit.

The interior and façade design, masterminded by Gwenael Nicolas from the multidisciplinary studio Curiosity, seamlessly integrates sophistication and modernity, resonating with Tokyo’s unique hospitality landscape.

GALLERY  

The most striking feature of this architectural marvel is its façade, adorned with the iconic Rolex bezel pattern. This dynamic metalwork, crafted in varying gradations from bottom to top, enhances the tower’s kinetic effect, with the glass façade shimmering in a unique double bezel pattern thanks to a meticulously produced metal mesh from Kyoto. The pattern shifts and transforms, offering a mesmerising visual experience to passers-by.

Upon entering through a large green stone gate, visitors are greeted by an interior that is both inviting and intriguing. The retail space, clearly visible from the outside, flows with the hypnotic design elements characteristic of Curiosity’s work. Materials like travertine, Sen wood, and frosted glass create a delicate, layered atmosphere. A large double-layered glass element floats above the circular displays, enhancing the space with a sense of openness, while a circular counter employs mirror reflections behind wooden louvers, adding to the interior’s dynamic feel.

Further exploration reveals an immersive environment, highlighted by a 360° digital frame that deepens the visitor’s journey into the Rolex world. A symbolic lift, surrounded by spiral staircases of travertine and wooden louvers, not only connects the four floors but also serves as a monumental centrepiece.

The second floor, with its open space and series of salons, features a striking bar dressed in iconic green stone and lacquer. This area extends the store’s hospitality to the outdoors, visible from the street. Private niches and a dedicated salon for esteemed guests on the third floor offer intimate, luxurious spaces adorned with deep green lacquer finishes and stone, evoking a distinctively Japanese aesthetic.

Each room in the flagship store is carefully curated to showcase the individuality of each Rolex model and collection. The library wall, adorned with artwork by Japanese artists, captures the essence of Rolex’s signature models. The basement floor houses a high-end service area with a visible laboratory, where skilled technicians offer a glimpse into the sophisticated craftsmanship behind Rolex watches. The ‘Movement’ gallery further illustrates the complexity and precision of these timepieces.

The Rolex Flagship Ginza, meticulously designed with contributions from local artisans and artists, provides a unique introduction to Rolex’s collections, combining artisan hospitality with the dignity of an established watchmaker. This new flagship store is a harmonious blend of modernity and tradition, bringing a touch of Rolex’s enduring legacy to the heart of Tokyo.

Images by Satoshi Shigeta via Designboom

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