Master of G Display Area.

Challenging extreme limits.


Casio G-Shock products are known to be super tough and stylish straight out of the box and have a huge global cult following. Since release in 1983 the product shattered the reputation of a watch as a fragile piece of jewellery fusing function with design to create a uniqueness that is G-Shock.



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Immersive Space.



Casio approached us to look at a shop in shop area within their Carnaby Street flagship store to highlight their official Royal Air Force collaboration to promote the limited-edition Gravity Master watch.


Master of G.

The Master of G range is centred around an adapted and evolved collection of core G-Shock products which respond successfully to conditions in the Sky, on the Land and out at Sea. Additionally, Casio were proud to announce the first timepiece to be released as part of their partnership with the Ministry of Defence.


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3 kinetic displays.


We were tasked with removing the existing MOG display feature area within the flagship Carnaby street store and replacing with our reinterpretation of how best to display this focused collection of watches for tough professionals.

Visually tough using a material pallet associated with artillery and elevated through the use of accent lighting and kinetic display to bring each product silo to life. Details such as the MOD stencilling on the surrounding metal panels and the use of carefully selected props really bring the theme together.

Watches for every terrain.



This SIS perfectly captured the collaboration between the Royal Air Force and Casio G-Shock highlighting the watch ranges which were made for challenging extreme limits

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Designer quote

"We loved working with Casio on this project. Utilising a small space, we managed to highlight the product collaboration using kinetic displays and carefully selected materials and propping. "

Harry Bibby - ISI Global
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