Last week Elektrodrop were invited to the grand opening of G-Shock‘s new flagship store located in the thriving heart of East London.

The new location in Dray Walk, off Brick Lane is a combination of half art/half retail space and will stock the latest G-Shock releases such as the new Hyper Color range which we previewed a while back , limited editions and exclusives such as the recent Collect London colloboration. The new store will also double up as an exhibition space for up and coming artists and designers providing a perfect mix of art, fashion, music and lifestyle!

To kick start the launch, Casio invited Hadouken, an English new rave band to grab some brand spanking new G-Shocks in an attempt to show the crowd how indestructible the watches really are. Laid out in front of the store was a table with some pint glasses and Hadouken were asked to throw the G-Shocks and attempt to smash the empty pint glasses. No doubt this was a fun task and the G-Shocks came out on top still looking mint, whilst the pint glasses were smashed to pieces.

With the store finally open to the public, the venue packed out in no time with watches flying off the shelves, people partying to the dope beats on rotation and enjoying the drinks courtsey of G-Shock! Check out all our pics from the launch below and also up on Sneaker Freaker here.

You know we also picked up some goodies courtesy of G-Shock so check back for some ‘Hands On’ reviews coming real soon!

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