Seiko

SEIKO, the iconic Japanese watch brand, approached us to redesign their prestigious show window in Madrid, tasking us with creating displays that would reflect Japan’s distinct four seasons while capturing the attention of passersby. This project offered a unique opportunity to merge SEIKO’s timeless heritage with a fresh, captivating visual approach.

The challenge was twofold: to craft designs that were visually striking yet cost-effective and easy to produce. Drawing on Hiroshi’s philosophy that great design doesn’t have to be expensive but rather driven by creativity and ingenuity, we chose paper as the primary material for the displays.

Each seasonal display embodied the essence of Japan’s seasons—spring’s freshness, summer’s vibrancy, autumn’s warmth, and winter’s cool elegance. Using back-printed colors on folded paper, we created a subtle yet dynamic reflective effect, enhancing the visual impact of the display while beautifully showcasing SEIKO’s watches. The result was an elegant and refined aesthetic that seamlessly blended simplicity with sophistication.

The displays successfully drew in pedestrians, inviting them to pause and admire the craftsmanship of both the show window and SEIKO’s timeless designs. This collaboration demonstrated the power of thoughtful, economical design to elevate a brand’s presence while honoring its cultural roots.

We’re proud to have partnered with SEIKO to bring the spirit of Japan’s seasons to life on the streets of Madrid.