Celebrating half a century of innovation and cultural impact, Casio took over HYPEBEAST’S NYC Flagship location for an immersive exhibition featuring the unique eras of Casio creations.
With nothing but a CASIO logo etched on each opaque window, there was no telling what lurked inside of HYPEBEAST’s NYC flagship store on Wednesday night. A hushed and excited energy surrounded the space while guests lined up outside to await an opportunity to have a peek at five decades of innovation. CASIO, the Japanese electronics company, has had a cultural impact since its inception as an innovator and a trendsetting touchstone. Stepping into the gallery was stepping through time.
CASIO Down to Business: 50 Years of Watch Innovation Photo: Hypebeast
For the first time, the brand took over the Chinatown space, transforming it into a time capsule across the decades and faithfully replicating office environments featuring CASIO timepieces and technology of the era. Guests were able to interact with the installations by picking up their very own CASIO watch, getting their CASIO worker ID card printed, and even scoring a miniature watch ring from a vending machine. Of course, the stars of the show were the highly-stylized and museum-quality office installations of each era of CASIO. A bumping DJ set and open bar contributed to the celebratory atmosphere.
The Rise of CASIO
Starting with ultra-thin, ultra-fast calculators, CASIO’s meteoric rise took off with introduction of the digital watch in the 1970s. Revolutionizing timekeeping, the digital watch made time more accessible and accurate for millions of people. Featuring a wooden desk, blue fabric pin walls, paper organizers and a typewriter, the vibe of the 70s was oriented toward a leisurely version of productivity.
With the 1983 debut of the G-Shock, the 1980s represent a pivotal decade for CASIO. The G-Shock became a cultural icon and made CASIO a household name. Thanks to celebrities like Tom Cruise, Chris Pratt, Lady Gaga, Pharrell Williams, and more, the impression of the G-Shock is now associated with functional prestige, able to be made into a high-fashion element or essential tool in adventure. Inspired by a simple design prompt of eternal durability, the bulky watch became a must-have the world over; a fashion statement and a symbol of resilience and celebration in various subcultures. The installation for the 1980s brought a computer with a graphics interface to the office for the first time. Streamlined and optimized, the culture of the office became less organic and more accountable, with black furniture and a bulky keyboard taking over from a typewriter.
The 90s saw the introduction of new form factors for CASIO, including the portable CD player as well as ultra-thin and highly-featured timepieces including touchscreens, heart rate monitors, and more. The office evolved into a space where computers and organic formats were working together, with plenty of stacks of paper and filing cabinets.
CASIO Enters a New Century
The turn of the century introduced sleek and fun form factors, challenging the rigidity of the previous decades. Computers, now connected to the internet, now transcended work. The computer transitioned into the home, where they became a place to chat, write, research, and play. Meanwhile, CASIO’s innovations shifted toward digital media and data, including camera-enabled watches and MP3 players. Power sources also evolved, introducing solar power as a means to maintain timekeeping.
By the 2010s, the office was everywhere- smartphones saw a rise, while CASIO’s Bluetooth, GPS and cellular-enabled timepieces paved the way for a burgeoning smartwatch market. In the same decade, CASIO sold it’s one hundred-millionth G-Shock watch, confirming its iconic status once more. For the installation, the desk features a ergonomic gaming chair and a pair of point-and-shoot cameras, an era of innovation CASIO again excelled in.
Without question, CASIO’s products have left an enduring mark on technology, fashion, and music, shaping cultural trends and lifestyles globally. This important exhibition revels in all of its impressive contributions. You can dive into a unique “Behind the Hype” series from HYPEBEAST, exploring the G-Shock’s impact on the culture here. Explore the landmarks of each era of CASIO with an interactive digital exhibition here.