The FIRST BELL & ROSS BOUTIQUE in Tokyo
With its many luxury boutiques, Ginza is one of Tokyo's most prestigious districts. Located in the heart of the city, it is a reference for a clientele in search of refinement, excellence, culture, and luxury products. The Ginza district becomes a true Hokosha Tengoku - literally a pedestrian paradise - on weekends.
when the main artery is closed to traffic. It is also known for its contemporary architecture and buildings with innovative, modern lines and shapes.
It is within this famous setting - a few steps from the emblematic Ginza 4-chome and Higashi Ginza Crossing intersections and the legendary Kabuki theater - that Bell & Ross opens its first boutique in Tokyo.
The opening of this store in the heart of one of the most dynamic capitals in the world demonstrates the importance that the House attaches to its international expansion,
Bell & Ross is already established in more than sixty countries.
THE ARCHITECTURAL PRINCIPLE:
FORM & FUNCTION
Functionality in substance - timeless style in form. A boutique imagined
following the brand's guiding principle: function creates form.
It is with this in mind that the Bell & Ross Creative Studio - headed by Bruno Belamich,
co-founder of the House - entirely designed the interior decor of the boutique.
Inspired by the brand's Manifesto where the essential is never compromised by the superfluous,
The clean and modern interior decor offers a feeling of transparency.
At first glance, the store's façade asserts the brand's philosophy and visual identity, echoing the codes of the universe that inspired the design of this store: the world of aviation. The windows, like the displays, were designed as aircraft fuselage structures, both light and strong.
Each exterior window is associated with one of the four themes dear to the brand: aviation,
diving, Formula 1® and the urban world. This boutique has the distinction of being one of the few places in the world where you can find the entire Bell & Ross collection.
Aeronautical inspiration
The main space is designed with a play of mineral textures. The concrete floor is reminiscent of tarmacs and aircraft hangars and echoes the light strips on the ceiling, which
the signage of the landing strips. We find black marble
in various places in the store in reference to the emblematic color of the House and that of the dashboards.
It contrasts perfectly with the immaculate white of the ceiling.
At the center of the store are two monolithic consoles. The first, made of transparent glass and frosted plexiglass,
stands like a luminous totem. It will be dedicated to the latest product releases. The second, in black marble,
will showcase the most sophisticated and exclusive models in the collection.
For the second space, warm and intimate, the furniture was selected
carefully curated, showcasing the work of renowned furniture designers. A space dedicated to customers
will allow them to interact with our teams as close as possible to the watchmaking pieces, comfortably installed
on the sofa shaped like an airplane fuselage. The warmth of the light oak on the wall and the softness of the luxurious
White carpets will complete this cozy atmosphere. The whole thing contrasts perfectly with the hardness of the concrete and the coldness
matte black marble columns and shelves, where accessories and collectibles retrace the history of the brand.
As in airport lounges, three iconic black clocks will be displayed on the oak wall. These will indicate time zones.
different ones corresponding to three countries dear to Bell & Ross: Geneva, capital of watchmaking; New York, that of the world and Tokyo,
capital of Japan. Finally, the VIP area will host a giant screen that will broadcast and tell the stories of the brand and its new products.
The whole thing forms a balance where everything is in its place corresponding to its function. Through decoration, Bell & Ross reconnects with its values:
Functionality, excellence, and timelessness. Bell & Ross, a watch brand on the move.
STRENGTHENING LINKS
WITH JAPAN
Since its inception, 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 modernization. He was interested in innovation.
and performance, at a time when masters in these arts were importing them from Japan. This explains his early fascination with this captivating country which gave him a glimpse of the future world.
The establishment of the House is not new in this country, where it has been represented for nearly 25 years. In 2019, decades later, Bell & Ross opened its Japanese subsidiary, coinciding with the release of its new icon: the BR 05. A strategic step in the history of the brand that confirms its dynamic expansion. Two years later, in 2021, the brand is preparing to inaugurate its first flagship in Ginza in the heart of Tokyo.
Carlos-A. Rosillo, CEO and co-founder of Bell & Ross, said: “We are very excited to add this boutique to our international network. It marks a new milestone in the development of Bell & Ross in Japan, two years after the creation of our subsidiary. Japan is a unique market due to its spectacular growth,
and demonstrates a strong sensitivity to luxury culture. We look forward to establishing a close relationship with our clients and aficionados in Tokyo.”
The history of Bell & Ross has been forged through ambition and an insatiable taste for perfection, the country's culture and its people. The opening of this new boutique is an essential step in supporting the Maison's vision. Dreams are
the foundations of every major accomplishment. Far more than mere ambition, they require determination and work to achieve.
