The tapered elements of the building’s exterior give it its distinctive signature and timeless appeal. It’s rare for this German brand with its modest and understated approach to luxury to make such a bold statement with a structure.
Inside the store, the label has launched the latest incarnation of its retail interior concept with an all-black finish for its fixtures relieved by graphite tinted mirrors and softened up with fabric walls and panels. The centerpiece for the space is a fabulous lighting fixture – a modern chandelier that mimics the building’s outstanding façade.
The new store trades across 3,617 sq ft and showcases the menswear collections of the Boss and Hugo lines. There is a private VIP room. a first for the brand, which tends to take a low key approach to celebrity endorsement. The decision to up the stakes, in terms of architecture in this store, was due in part to the fact that Tokyo is a fast-growing market for Hugo Boss, exemplified by the fact that the brand will look to open a further unit in the country later this year.