What is the fastest way of grabbing the customes attention? Well, brand positioning is the answer. I can’t think of a better marketing gimmick than this report about an elevator of a mall in Ginza district, done up in Swatch Watches. The new 14-storey building is also named after The Swatch Group’s chairman of the board Nicolas G. Hayek. Japanese architect Shigeru Ban has designed this 150 million Swiss franc (185 million-dollar) building. The building is the home to several high-end boutiques like Omega, Breguet, Leon Hatot, Jacquet Droz and Swatch. Shigeru Ban is known for his use of eco-friendly, lightweight material such as cardboard and paper. Instead of a traditional grand entrance for this building he has deviated and designed a glass elevator for each brand, whisking customers up to each boutique.
The building also features Breguet’s elevator that shows gold watches that sparkle in tune with classical music. Leon Hatot’s jewellery is encased on black velvet with smooth jazz in the background.