tOKYO WELCOMES ITS FIRST BELL & ROSS
BOUTIQUE
Ginza is one of Tokyo’s most prestigious districts known for its luxury boutiques. The reference district in Japan for the finest experiences and the excellence service as it offers
the best selection of luxury and cultural activities. Located in the heart of the city, Ginza neighborhood becomes a true Hokosha Tengoku – literally pedestrian heaven – on
weekends when the main artery is closed to traffic. It is also known for its contemporary architecture and itsbuildings designed with innovative and modern lines and
shapes.
It is in this famous setting – just steps away from the
emblematic Ginza 4-chome crossing and Higashi Ginza
Crossing and mythical Kabuki theater - that Bell & Ross is
opening its first Tokyo boutique.
The opening of this new boutique in the heart of one of
the most dynamic capital cities in the world, only goes
to highlight the importance that Bell & Ross places on
international expansion, with the brand currently expanding
in more than sixty countries.
ARCHITECTURAL PRINCIPLE:
FORM & FUNCTION
Functionality in substance - timeless style in form. The surface reconnects with the brand’s guiding principle. This was the premise when the Creative Studio of Bell & Ross –
directed by Bruno Belamich, co-founder of the brand – entirely designed the interior decor of the boutique.
Driven by the brand’s Manifesto where the essential is never compromised by the superfluous, the interior decor displays an uncluttered and modern design to offer a sense of transparency.
At a glance, the façade of the boutique asserts the brand’s philosophy and its corporate visual identity. The reference that inspired the design of this store: that of the world of aviation. Both window displays and display cabinets were imagined like airplane fuselages’ structures. Both light and resistant.
Each of the four outdoor showcases is associated with each of the brand’s four themes: aviation, diver, F1® and urban. Inside the boutique, all the models of the collection will be displayed. Indeed, it is one of the few places in the world where you can find the whole collection.
THE AERONAUTICAL INSPIRATION
Before anything else, the first and main space is filled
with mineral textures. The concrete floor is a reminiscent
of tarmacs and aircraft hangars. It echoes the luminous
bands on the ceiling that refer to the luminous signage of
the landing strips. This area is interspersed with the use of
black marble which symbolizes the precious and authentic
aspects of the brand’s black emblematic color, the one of
the dashboard. It contrasts perfectly with the immaculate
white of the ceiling.
In the center of the store are two monolithic consoles. The
first, designed in transparent glass and frosted plexiglass,
stands as a luminous totem. It will be dedicated to the
latest product releases. The second one, made of black
marble, will highlight the most sophisticated and exclusive
models of the collection.
The second space is warm and intimate, which gives pride
of place to furniture designers. A customer dedicated area
to look closer into the timepieces and its details while
sitting on the sofa in the shape of a plane’s fuselage.
The warmth brought by the light oak on the wall and the
softness of the luxurious white carpet complete this cozy
atmosphere. The whole area contrasts perfectly with the
coldness of the black matte marble columns and shelves
– where props and collector items retrace the history of
the company – and the hardness of the concrete. On the
oak wall, three iconic black clocks indicate three different
time zones corresponding to three countries dear to
Bell & Ross: Geneva, the capital of watchmaking; Nyc, the
capital of the world and Tokyo, the capital of Japan. Just
like in airport lounges. Last but not least, the VIP area
hosts a giant screen that will broadcast and tell all the
stories of the brand and its novelties.
The whole space forms a balance where everything is in its
place, its function. This decorative leaning reconnects with
the world embodied by Bell & Ross - that of functionality,
excellence and timelessness. Like a watchmaking brand
in motion.
REINFORCING STRONG LINKS
WITH JAPAN
Since its beginning, Bell & Ross has forged a strong bond
with the Land of the Rising Sun.
Bruno Belamich – Co-founder and Creative Director – grew
up in the midst of the technological revolution, a period rich
in terms of modernization. He took an interest in innovation
and performance, at a time when the masters in those arts
were bringing them from Japan. This explains his early
fascination with that captivating country which presented
an insight into the world of the future.
The establishment of the brand is nothing new to this
country, where it has been present for nearly 25 years. In
2019, decades later, Bell & Ross set up branches in Japan,
and coincides with the release of its new icon, BR 05. A
strategic step in the brand’s history confirming its dynamic
expansion. Two years later, in 2021, the brand is ready to
explore its 1st official flagship store in the heart of Tokyo,
Ginza in Japan.
Carlos-A. Rosillo, Bell & Ross’ CEO and Co-Founder, says:
“We are very excited about this new addition to our
international network of Boutiques. It sets a new milestone
in the development of Bell & Ross in Japan, two years after
the creation of our Subsidiary. Japan is a unique market
because of its dramatic growth and reveals a significant
sensitivity for luxury culture. We are looking forward to a
closer contact with our final customers and aficionados
in Tokyo.”
It is a continuous journey for the brand that is fueled by aspiration and the insatiable appetite
for perfection, just like this Nation and its people. The opening of the latest Bell & Ross boutique
is another step in upholding this vision. Dreams are the foundation of every great pursuit. More
than merely lofty ambition; dreams take determination and hard work to realize.
