When we started to design the Chloé store for Aoyama, I felt strongly that we should do something different for this Japanese flagship store. The Japanese shopper is extremely discerning. We wanted to understand her and make her feel special.
The design team here at Sophie Hicks Architects went out into Japanese worlds, we looked and we talked and we changed our established western ideas. We looked at Japanese apartments, fascinated by the interior decoration ‘looks’ and the quantity of belongings that fit inside. We were intrigued that Japanese girls tend to go shopping knowing exactly what they want to buy, having done their research thoroughly – perhaps that’s why many successful Japanese shops don’t have shop window displays…..we wondered.
After much exploration, we decided to bring something from Europe that is reminiscent of Japanese Otaku collections (collections made compulsively), creating sculptural landscapes of various objects from the European street-market stall. Suspended in mid-air, these ‘floating landscapes’ act as display shelves to carry the luxurious Chloé accessories around the store.
I hope that in this store we have created an atmosphere that is totally Chloé, a store which has its roots in Paris but has also swayed towards Japan. This is all about inspiring a Chloé tribe, we hope to see many Chloé girls on the streets of Tokyo!
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