Citizen Watch

The Citizen Watch Company hired Mapos to conceive its first ever retail experience as a way to explain the brand’s long history of technological achievements and showcase their wide range of timepieces. Building from Citizen’s brand palette of mostly black and highlights of white, Mapos’ first move was to reverse this hierarchy to move the brand into a more inclusive and optimistic experience for the 21st century. The dominant white paneling of the wall fixturing surrounds the Sales Floor, segmented into clear product categories. Each wall section is composed of a modular system so the entire wall can be easily re-arranged for future product lines, launches, and seasonal campaigns. A range of LCD monitors throughout the store also gives Citizen a quick and easy platform to update brand stories. One wall installation pairs Citizen’s watches with local stylists and bloggers. Through video and product display, these experts share with the visitor how Citizen timepieces are part of a much bigger fashion and sports experience. Mapos custom-designed other features to echo Citizens’ signature watch elements and their commitment to technological advancement. Modelled off their proprietary Eco-Drive technology, the ceiling is composed of layers of translucent scrim to create a uniform white glow as a metaphor for the power of light. A prominent cantilever on the floor fixtures lightens and modernizes the traditional watch display, and represents Citizen’s commitment to innovation and engineering. A direct link to Citizens’ Japanese heritage is the subtle use shou-sugi-ban, a historic Japanese wood treatment that chars the surface of wood for protection. The fire blackened wood on perimeter walls and storage cabinets is a backdrop to the dominant white walls and light features. A massive 4-sided LED marquee serves as sign, story-telling device, and brand icon boldly announcing the arrival of Citizen to the global retail marketplace.