About Swatch's Building in GinzaSwatch Ginza replaced a previous building in Ginza, whose height was only half of the new and current Swatch Ginza. The building was intended to be the home of the watch manufacturer, which has stirred the world of design in recent decades with the economical and young colored watches that broke the connection between design and luxury. Swatch allowed customers to buy several cheap watches that became an accessory, benefiting their outer looks, without dragging them into dept.
Giving a neutral background to Swatch's colorful watches, the building was painted in a pearly white color. In contrast to this consistent color, the firewall on the left side was designed as a green wall, made of climbing plants and vines that sprawled over it.
Shigeru Ban, who won the design competition for the Swatch Ginza Building, was given another task. He needed to find a way to showcase the company's seven brands and give every one of them the full focus. His solution was fascinating - Ban created an open ground floor, from which seven glass elevators rise. These elevators are, in fact, a way to window shop, showcasing another brand of the watch manufacturer. With that, when you go up to the desired floor, people are exposed to brands that the company is interested in promoting.
These oval elevators are very fast elevators. At 15 meters per second, the hydraulic elevators rise without an elevator shaft, and swiftly escalate visitors straight to the floor of the brand that they are heading up to see.
The Swatch offices in Tokyo, or Swatch Japan, are located on the top floor ofthe building. There is also a customer service center, which occupies another 3 floors. On the next floor, the company launches and unveils new products, alongside press conferences and cultural events sponsored by the company.