BELL & ROSS boutique opens in Ginza, Tokyo

Ginza is a district where major roads are closed to traffic on weekends, literally transforming it into a pedestrian paradise. The area is also famous for its contemporary architecture and buildings designed with innovative, modern lines and forms. Just a short walk from the Kabukiza Theater, Bell & Ross has opened its first boutique in Tokyo.

The architectural concept is form and function

　The interior of the store has a clean, modern design with a sense of transparency. The four outdoor showcases are each associated with one of Bell & Ross' four themes: Aviation, Diver, F1, and Urban. All models from the collection are on display inside the store. Only a few boutiques in the world, including the Ginza store, can see the entire collection.

　First and foremost, the main space, where you first enter, is overflowing with inorganic textures. The concrete floor is reminiscent of runways and aircraft hangars, as is the luminous belt on the ceiling, which is modelled on the luminous beacons of landing strips. This area is studded with black marble, which represents the precious and authentic side of the brand's iconic colour, black, the colour of aircraft dashboards. This creates a striking contrast with the pure white ceiling.

　Two large cabinets are located in the center of the boutique. One, designed with clear glass and frosted Plexiglas, acts as a luminous totem and will be dedicated to the latest product releases. The other, crafted from black marble, will highlight the collection's refined and exclusive models.

　The entire area is lined with matte black marble columns and shelves displaying props and collectibles tracing the company's history, creating a striking contrast with the cold impression of the solid concrete. Three iconic black clocks hang from the oak walls, each showing the time in Geneva, the watchmaking capital; New York, the world's capital; and Tokyo, the capital of Japan, reminiscent of an airport lounge. A giant screen will be installed in the VIP area, projecting the brand's history and innovative ideas.