Citizen Watches

Client: Citizen Watches Co. Ltd.
Location: Siren Studios: Orange, LA, CA
Size: 3m x 4m

The summer of 2010 saw Citizen Watches (China) Co., Ltd., and Citizen Watches (H.K.) Ltd. revamping their brand image based on the fitting theme “Innovation, Powered by Willpower”. One of Asia’s top international actors, Takeshi Kaneshiro has officially been signed as the new brand ambassador to launch Citizen’s largest campaign in the history in China and the Asian region.

We were brought on to design the curvilinear stainless steel backdrop wall for Izima Kaoru‘s photography. The value he placed upon tactility and materials germane to architecture led to a physical versus digital set. The minimalist design, composed of  six modules, allows for some reconfiguration.