Jordan Parnass Digital Architecture (JPDA) is now known as Circular logo

Dedegumo Watch Atelier

New York, NY, USA • 2010

JPDA's shop design turns artisan Kyoto watch-making into performance art on the Lower East Side

While exploring Kyoto, the client happened upon a small shop consisting of two artisans who were busily crafting components for a collection of unique watches. “The connection between the watches on display and the actual craft of them being made was something special.” He decided on the spot to bring the concept to New York, and enlisted JPDA to find an appropriate location and develop a retail store and web site. The design adapts a regional vocabulary of fine wood carpentry, rough stone and hand forged metals and reinterprets them to create a dramatic brand showcase. The store features a meticulously crafted and highly efficient workshop area in the store windows, capitalizing on the nighttime street traffic to turn the fabrication process into a form of performance art, highlighting the unique artisanry and craft embodied in the watches.

While exploring Kyoto, the client happened upon a small shop consisting of two artisans who were busily crafting components for a collection of unique watches. “The connection between the watches on display and the actual craft of them being made was something special.” He decided on the spot to bring the concept to New York, and enlisted JPDA to find an appropriate location and develop a retail store and web site. The design adapts a regional vocabulary of fine wood carpentry, rough stone and hand forged metals and reinterprets them to create a dramatic brand showcase. The store features a meticulously crafted and highly efficient workshop area in the store windows, capitalizing on the nighttime street traffic to turn the fabrication process into a form of performance art, highlighting the unique artisanry and craft embodied in the watches.

DESIGN TEAM

Jordan Parnass, Sean Karns, Anthony Moon, Darrick Borowski, Michael Freimuth

CONTRACTORS

Workshop Design Build, Supreme General Contracting

PHOTOGRAPHER

Sean Karns


While exploring Kyoto, the client happened upon a small shop consisting of two artisans who were busily crafting components for a collection of unique watches. “The connection between the watches on display and the actual craft of them being made was something special.” He decided on the spot to bring the concept to New York, and enlisted JPDA to find an appropriate location and develop a retail store and web site. The design adapts a regional vocabulary of fine wood carpentry, rough stone and hand forged metals and reinterprets them to create a dramatic brand showcase. The store features a meticulously crafted and highly efficient workshop area in the store windows, capitalizing on the nighttime street traffic to turn the fabrication process into a form of performance art, highlighting the unique artisanry and craft embodied in the watches.

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