The transformation of Balenciaga has been quite evident since designer Demna Gvasalia took over the creative reigns of the iconic fashion house two years ago. And now, having put things successfully in motion on the catwalk, the designer is accelerating his influence in the retail department. Following last year’s launch of a new Balenciaga boutique in Los Angeles and a very recent much-publicized revamp of its flagship store on rue St.-Honoré in Paris, a shop-in-shop has been added at Matsuya’s prestigious Ginza flagship.
Situated among luxury peers in the department store’s international boutique section on the second floor, the new shop-in-shop may only be the fashion house’s sixteenth branded sales point in the Japanese capital, but it’s the very first to flaunt Gvasalia’s new retail design codes in this neck of the woods – yes, even before the upcoming makeover of the Balenciaga flagship in Aoyama. The aesthetic is understated, pairing polished concrete flooring and walls with rosewood shelving, large slabs of mirror, padded leather cushioning on low benches, and a sculptural display table in a lacquered emerald green hue. The new Balenciaga shop-in-shop carries the brand’s full range of women’s ready-to-wear, accessories, bags, shoes and jewellery pieces.