The new stand is on three levels. The motif of the second and third levels is Shosoin Treasury, one of the oldest wooden buildings in the world--a kind of time capsule from the past--using aluminium pipes in a modern expression of the traditional azekura method for the outer walls. The ground floor level features a large glass area with the motif of traditional Japanese beauty in the form of screens and hanging scrolls. Behind this is a representation of the mountains of Suwa, home to one of the Seiko Group's largest production facilities, on layers of panels. In front of this is a row of beautifully formed watch stands reminiscent of modern sculpture. This, in combination with the innovative images, produces a sophisticated space.
In the entrance, a circular showcase floats in space to symbolize eternity. The displays inside the large showcases in the outer walls of the ground-floor level feature curvilinear watch stands made in the image of flowers that grow in the fields. Use is also made of oval plates at many places throughout the booth wherever messages can be effectively enhanced with their circular or curved shapes.