The Dior flagship store on prestigious Omotesando Dori is architectural perfection. The multi-storey building by Sanaa Architects is one of the area’s most striking structures, beckoning shoppers from afar with its seemingly translucent glass façade. It’s in fact home to both the Dior and Dior Homme collections, and the latter has recently revamped its domain on the basement floor according to the latest retail aesthetic guidelines. The Dior Homme section now features a setting of sleek architectural symmetry with a decidedly masculine look. Polished steel, captured in elegantly suspended clothing racks and shelving, is paired with black granite flooring.
Two elongated display cabinets showcase the accessories collection and are placed opposite a shelved pillar that presents the latest collection of sunglasses. Slabs of mirrors and clever lighting create the optical illusion of a much bigger space. To celebrate the Dior Homme store renewal a specially commissioned installation that presents the newest men’s collection has been revealed on the top floor. Created by acclaimed french design duo M/M (Paris), it’s part of an ongoing collab series with various creative professionals for select Dior Homme stores across the planet.
The installation in Tokyo is based on a similar one that was used for the brand’s spring 2014 catalogue project that was art directed by M/M (Paris) in collab with creative director Kris Van Assche, and reflects the latter’s ideas behind the new collection. Van Assche drew inspiration from a trip to Art Basel – Miami Beach, and has infused his newest collection with summery splashes of colour. The installation has captured these in geometric shapes while also simply displaying heavy colour strokes that reference the prints used, as art works. This presentation in Tokyo not only marks the official launch of Dior Homme’s spring 2014 collection, but also indicates a different collection split: spring [previously pre-collection], summer [catwalk show collection], autumn [pre-collection] and winter [catwalk show collection].
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