Sony: A more conscious future
Case Study
Casio
Challenging Extreme Limits
Casio
Challenging Extreme Limits
- Client
- Casio
- Campaign
- G-Shock’s RAF
- Location
- Carnaby Street Flagship
- Project
- Shop-in-Shop
G-Shock’s reputation for durability and style makes it a favourite among watch enthusiasts worldwide.
To launch Casio’s limited-edition Gravity Master watch in collaboration with the Royal Air Force, we created a high-impact shop-in-shop at Casio’s Carnaby Street flagship store. This installation brought together military-grade design elements to highlight the strength and resilience of the G-Shock brand and celebrate this special partnership.
The Background
For nearly four decades, G-Shock has been known for pushing the boundaries of watch design, fusing function with toughness to create a unique appeal.
For this project, Casio aimed to spotlight the new Gravity Master, a watch engineered to meet extreme challenges across air, land, and sea, and built with the Ministry of Defence’s input to align with military standards.
The goal was to design a compact yet immersive display that would engage visitors, highlighting the rugged, high-performance features of the Gravity Master and its Royal Air Force connections. Casio wanted to reinforce the brand’s reputation for durability while celebrating the watch’s unique, military-inspired craftsmanship.
Implementation
In creating the Royal Air Force zone, our team developed an industrial-inspired shop-in-shop area that aligns with G-Shock’s tough and tactical identity.
To convey this, we used a mix of durable materials and military design elements, setting the tone with metal panels stencilled in Ministry of Defence style branding. This design choice reflected the robust, utilitarian qualities of G-Shock and paid homage to the military-grade standards of the Royal Air Force.
A kinetic display was central to the setup, drawing customer attention and showcasing the watch’s resilience in a dynamic way. The movement added a visually engaging layer to the display, encouraging interaction and emphasizing the product’s rugged features. Accent lighting was used strategically to highlight specific details, directing focus to the Gravity Master watch and creating an impactful visual that aligned with the brand’s tough, high-performance image.
To deepen the military theme, we integrated authentic RAF-themed props, including camouflage textures and aviation-inspired elements that reinforced the collaboration with the Royal Air Force. Each piece was chosen to complement the watch’s design and add context, making the display more immersive.
Conclusion
This shop-in-shop installation captures the essence of Casio G-Shock’s brand collaboration with the RAF, merging resilience, style, and tactical sophistication.
The industrial materials, kinetic display, and focused lighting work together to engage customers, creating an interactive and memorable experience that communicates the watch’s resilience and connection to military standards. This installation serves as a strong visual and functional showcase, reinforcing the G-Shock brand’s identity in the retail space.