Casio had just finished reinventing itself with a new “Casiology” PR and advertising campaign that gave the technology brand a modern, innovative and fresh image. So the next obvious step was translating that message into a new concept store for London’s Carnaby Street.

“The brand had gone a little quiet,” says Carl Nichols, design director at Brinkwork, the London-based firm that worked on the new store concept. “So we had the perfect opportunity to utilize Casio’s strong brand image and unchallenged historical innovation in a forward-thinking and contemporary environment.”

Inside the store, imagery from the Casiology campaign, including giant flowing leaves, flowers and butterflies, were transformed into a new graphics package that wraps around walls and across the floor. Layered imagery in the store windows creates interest from the sidewalk.

Mirrored glass plinths in Casio-blue with faceted glass tops house products. Above, lighting inset into the ceiling casts a glow throughout the day.

“The new store provides our audience with a chance to really interact with us,” says Mark Bernard, Casio’s marketing director. “Post-campaign research shows our customers see Casio as a much cooler brand.”

Client: Casio, London

Design: Brinkworth, London – Carol Nichols, director; Adam Brinkworth, director; Coretta Van Wijk, designer; Kate Brewer, designer

General Contractor: PLC, London

Ceilings and Lighting: PLC, London

Fixtures and Furniture: Glass Design, London

Flooring: Novograf Limited, East Kidbridge, Scotland; Abet, Italy

Signage: Etchells, Leicester

Graphics: Germ Creatives, Manchester, England

Photography: Louise Melchior, London