A homage to heritage
To celebrate their 55th year in the market of diving watches, Japanese watchmakers Seiko played homage to their heritage with a pop up retail activation booked to be on show at Brisbane shopping hotspot, Westfield Chermside. Scheduled to run as part of an international brand campaign, client Seiko put forward an elaborate creative brief that required DisplayWise to interpret and adapt to ensure the build met both site and Covid requirements without compromising on the creative vision.
Fabricating displays that showcase a product that is constructed with such minute detail and beauty required a solution that was attached to an increased level of quality craftsmanship and precision.
Consisting of moody toned graphics, eye-catching animations and a contemporary collection of Black display units, the DisplayWise build was developed down to the detail to ensure the Seiko creative concept was brought to life in its tangible form. The design, bolstered by four ‘monolith’ style black custom display units, involved a collaborative finish that entailed the careful integration of audio-visual elements alongside custom cabinetry, integrated lighting, and bespoke branding throughout.
With the site adjustments and project schedule complete, the build went into production at the DisplayWise Sydney headquarters and after a thorough test assemble process, proceeded to be adequately packed and shipped to make way for its QLD destination. The process of the build including the installation and outsourced AV requirements were managed with meticulous detail via the assigned DisplayWise project manager.
“The team at Displaywise have been an absolute dream to work with. We presented some extremely tight timelines to execute a pop up shop and the team delivered with an execution that exceeded our expectations. From concept, to creation, all the way through to the running of the event they were responsive and accommodating with our requests. We look forward to working with Displaywise again in the future!”
The Seiko “keep moving forward” retail initiative was on show for shoppers to peruse the range for up to 14 days at its Westfield location. The contemporary aesthetic consisting of an oceanic animation sequence alongside pristine lineal displays delivered a backdrop that encased the Seiko Prospex range with a desirable and discerning appearance.
The creative brief, which placed significant importance on the history and heritage of the Seiko brand was translated by DisplayWise throughout the execution with the discerning use of design, detail and quality craftsmanship.