In November 2014, Citizen Watch Company, an industry leader in the mid-range watch market, launched its first-ever retail space with the opening of its flagship store in the heart of Times Square. Materials & Methods worked in collaboration with architects from Mapos Studios to create a retail experience both unique and technologically advanced, setting a new precedent in retail technology.


The final element created for Citizen was a digital awning marquee, executed by SANSI LED - now one of the highest resolution displays in Times Square- this 6-millimeter pixel pitch and dynamic cantilevered canopy distinguish the entrance to the store and draw consumers to the door.

Inside, the design of the retail space mimics the technology of the timepieces, the space is crafted with what the company describes as "an artisan’s approach to pushing forward the boundaries of technology.”

Materials & Methods studied the brand’s retail strategy, customer experience scenarios and circulation paths to determine precisely where rich content screens should be located as well as the most effective level of interactivity. LCD screens are integrated into the product showcases to engage customers, reinforce the theme and concepts behind of each watch collection, and provide layers of information about the products such as its special features and the long history of the brand’s technological achievements.