Stella McCartney opens new flagship store in Tokyo’s Aoyama
Stella McCartney opens Tokyo flagship store at Miyuki Dori in the heart of the iconic Aoyama district reflecting the world of Stella McCartney within an intimate, personal and architectural atmosphere carrying the brand’s luxury women ready-to-wear, accessories and kids collections.
Covering 170 square meters and spread over 3 floors within a cantilevered woven mesh white cube façade made of aluminium, the new location incorporates the Stella McCartney store design concept using simple and natural materials combined with contrasting sculptural details. Street facing windows introduce a new concept featuring full sized digital projections with curated original content. The principle store material and utilized throughout the space, concrete mixed with Japanese aggregates in different formats including: ribbed wall panels, rough free standing fixtures and smooth coated floor panels.