PROJECTS
Tokyo-based design studio Curiosity reimagines the Rolex brand in the city’s bustling Ginza district, crafting a dynamic façade and serene interiors that merge local culture with luxury craftsmanship.
By Himanshu Garg
16 September 2024
The Rolex Tower designed by Curiosity in Ginza, Tokyo | Image by Satoshi Shigeta; Courtesy of Curiosity
Over the years, Swiss watchmaker Rolex has built a reputation as a global leader in luxury, celebrated for its precision timepieces. The brand, however, has also garnered attention for its flagship stores across the world. From its historic Champs-Élysées boutique in Paris to its sleek and modern Fifth Avenue outpost in New York City, each store reflects a seamless integration of craftsmanship, heritage, and innovation. These immersive environments don’t just embody Rolex’s ethos but also stand as cultural landmarks, blending the company’s legacy with the architectural character of their surroundings.
The company’s newly opened Ginza flagship in Tokyo is no exception, continuing its tradition of balancing global design principles with local influences. Designed by Japanese design studio Curiosity, the store blends Rolex’s identity with the refined design sensibilities of Japan, offering visitors a distinctly immersive experience.
The shimmering facade features a dynamic bezel pattern made from Kyoto-crafted metal mesh | Image by Satoshi Shigeta; Courtesy of Curiosity
The tower’s glass facade captivates passersby with its dynamic double bezel pattern, crafted from metal mesh produced in Kyoto. The pattern shifts as one moves around it, seemingly “shimmering,” as a statement from the studio said. This creates a kinetic effect that is an apparent nod to Rolex’s precise, ever-evolving brand.
Hexagonal patterns define the elegant storefront, highlighting Rolex’s precision and craftsmanship | Image by Satoshi Shigeta; Courtesy of Curiosity
The store's interior features a circular display encased in natural materials like travertine and Sen wood | Image by Satoshi Shigeta; Courtesy of Curiosity
Inside, the retail space is crafted for discovery, striking a delicate balance between modern luxury and Japanese tradition. A large, green stone gate frames the entrance, drawing visitors from the vibrancy of the street into a calm, refined environment. As they enter, they are guided by the subtle use of materials such as travertine, Sen wood, and frosted glass, which add layers of texture and sophistication to the space.
A gallery space showcases Rolex’s craftsmanship through iconic displays and carefully curated design elements | Image by Satoshi Shigeta; Courtesy of Curiosity
The interplay of light and reflection is further emphasized by the floating glass elements and circular displays within the store. Every detail of the space, from the wooden louvers surrounding the iconic lift to the travertine walls that house private niches, is designed to invite customers on a journey through the world of Rolex. “The dynamic view, with a sophisticated and layered atmosphere, reflects the delicate aesthetics created by the subtle palette of materials,” explained the studio.
The bar area, lined with green marble and accented with brass, complements the store’s understated luxury | Image by Satoshi Shigeta; Courtesy of Curiosity
The salon bar’s green marble and brass accents create a refined, luxurious setting | Image by Satoshi Shigeta; Courtesy of Curiosity
More than a store, the Rolex Ginza flagship is an immersive experience. The private salons on the upper floors, designed with deep green lacquer finishes and a distinctly Japanese sensibility, provide intimate settings for esteemed guests.
The design also showcases a collaborative effort with local artisans, merging Japanese hospitality with Swiss precision. “The store has been meticulously designed…to provide a unique introduction to the collection, a curated storytelling presentation, and artisan hospitality,” added Curiosity, capturing the synergy between tradition and modernity.
Private lounges designed with deep green lacquer finishes offer privacy and relaxation for Rolex’s esteemed guests | Image by Satoshi Shigeta; Courtesy of Curiosity
