Casio G-Shock – Trueform creates G-shock product displays Soho NY

We recently created the Casio G Shock product displays for their first flagship store in the United States.  The store is located in New York City’s prime shopping district of SOHO, on West Broadway.  The feel of the materials and décor of the store was defined as Tough, Durable and Functional, which was a perfect fit concrete.  The inspiration for this project was based on an existing concrete structure that was cast for a non US G Shock display.  The creative team had a photo of this piece and with some samples and prototypes, we were able to achieve the color, finish and texture that would compliment the stores décor, while staying true to the inspiration.

Choosing concrete for this project gave the flexibility in all the important areas needed: texture, color, finish.  We chose GFRC to cast this project because we were able to use the process in untraditional methods to achieve a unique look.  We actually developed a specific process in which we were able to create a textured finish on vertical cast surfaces.  This was all on an extremely quick timeline, which means we needed to meet deadlines with very little time for product development.  Combining old techniques with some fresh ideas led to a really beautiful outcome.

G-Shock Store Display by Trueform Concrete

G-Shock Store Display by Trueform Concrete

The project was made up of floating corbels and shelves, countertop displays, stand- alone pier display caps, and the main G-Shock display.  The corbels had interesting molds where we cast offset holes ¾ deep into them to accept steel bars that came out of the brick walls.  The photo shows how the holes were cast by using steel bars and dowels that were removed once the concrete had set up enough to not slump and close up the holes.

G-Shock floating Shelf Corbels

G-Shock Floating Shelf Corbels

The main G-Shock display was the most complicated and fun piece to create.  It was the kind of project that had so much setup time that we needed to nail it the first time to make the deadline.  Ironically we actually ended up making two of them anyway because the client changed the design by originally not having the watches cast into the concrete, but be able to appear as if they were, in order to remove and change batteries.  The second time around they did have us cast the watches directly into the concrete just exposing specific sections of the watch faces and bands.  The displays both had rough patterned sections along with lift lines and cracks.  All were intentional to give a rugged and distressed look.  It was probably the first and only time anyone asked us to make concrete look like unrefined concrete!  Anything that could make it look rugged was a blessing.  “Ahhhhhh”  The images show the reverse rubber castings of the back of the watches and how we were able to get them to sit snug into place.  This project was such a huge challenge and our team not only hit the client’s deadline, but we are proud of the look and finish we were able to pull off for this concrete store display.

G-Shock Watch cast in concrete

G-Shock Watch cast in concrete

G-Shock Watch Embedded in Concrete

G-Shock Watch Embedded in Concrete

G-Shock Watch Casting

G-Shock Watch Casting

G-Shock Watch Molds

G-Shock Watch Molds

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