curiosity envelops rolex’s ginza flagship in a shimmering double bezel pattern

rolex flagship ginza reveals double bezel motif of metal & glass

A new Rolex flagship store occupies four floors of the iconic Rolex Tower rising amid Ginza’s Chuo-Dori Avenue in Tokyo. Gwenael Nicolas from multidisciplinary studio Curiosity has led on the interior and facade design, imbuing every detail with sophistication and timeless modernity that contrast and merge with Tokyo’s hospitality landscape. The most eye-catching feature emblematizing Rolex’s brand identity is the tower facade, showcasing the iconic Rolex bezel pattern in a dynamic yet delicate metalwork, crafted on different gradations from bottom to top to emphasize the dynamic effect. The glass facade shimmers with a unique double bezel pattern thanks to the metal mesh produced in Kyoto, embedded in the glass. In a kinetic effect, the pattern changes depending on the viewer’s angle.

a sophisticated and warm interior by curiosity

The interior retail space is clearly visible from the outside through a large green stone gate that frames the entrance to the Rolex Flagship Ginza. Upon entering, visitors are guided through the flow of Curiosity’s hypnotic design for the watch brand, encountering a delicate and layered atmosphere created by the subtle palette of materials: travertine, Sen wood and frosted glass. Gwenael Nicolas emphasizes this dynamism with a large double-layered glass element that floats above the circular displays, creating a space within a space, and by the circular counter, which makes effective use of mirror reflections behind wooden louvers.

travertine and wood meet deep green and lacquer tones

Exploring the interiors further, visitors stumble upon an immersive environment, a 360° digital frame inviting them to discover another dimension of the Rolex world. The room is carefully designed to invite customers to continue their journey to the upper floors. The symbolic lift catches the eye, surrounded by spiral staircases with travertine and wooden louvers conveying warmth and a welcoming ambiance. In addition to connecting four floors, the lift serves as a monumental feature in Rolex Flagship Ginza. 　　

The second floor welcomes visitors with an open space leading to a series of salons. The main feature is a large bar dressed in the iconic green stone and lacquer. The deep green bar area not only entertains special guests inside the store but also diffuses the brand’s essence to the outdoors with its symbolic color, visible from the street. The sales areas extend throughout the flagship interior, with a series of private niches carved into large travertine walls, with a mesh frame filtering the intimacy of the visitors. On the third floor, Curiosity includes a private salon reserved exclusively for esteemed guests. The warm hospitality area includes deep green lacquer finishes and stone to evoke a distinctly Japanese feel.

Each room is carefully curated by Curiosity to express the unique individuality of each model and collection. The library wall features artwork that captures the brand’s signature models, with original pieces commissioned from Japanese artists. The basement floor provides high-end service and experiences to the customers with a visible laboratory of highly skilled technicians. A ‘Movement’ gallery introduces customers to the diversity and sophistication of the watches’ complexity and precision, highlighting their professional craftsmanship.

‘The [Rolex Flagship Ginza] has been meticulously designed from the exterior to the interior, working with local artisans and artists to provide a unique introduction to the collection, a curated storytelling presentation and artisan hospitality, bringing all the dignity of an established watchmaker to Ginza and Tokyo,’ concludes the team at Curiosity. 

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project info:

name: Rolex Flagship Ginza | @rolex

location: Chuo-Dori Avenue, Ginza, Tokyo

architect: Gwenael Nicolas / Curiosity | @curiositytokyo

photographer: Satoshi Shigeta