Global design agency Checkland Kindleysides have collaborated with Hunter’s Creative Director Alasdhair Willis to create the brand’s ultimate retail experience in Japan. The 3100ft² store houses an innovative and striking concept that targets a fashion focussed audience. The flagship store is set across 2 floors in Tokyo’s prestigious new retail development Ginza G5. A dreamlike journey from country to city, the interior takes the distinctive DNA of the award winning London flagship store and channels the energy of Tokyo into this original Hunter take on reality.
“The store is designed to amplify the experience to the Japanese market, creating a less literal and more ethereal version of the original concept with more potent and distilled brand signatures” says CK Creative Director, Joe Evans.
The store experience starts with a journey through an imaginary forest, with only the sanctuary of the barn roof as shelter – a seemingly floating, architectural roof structure. The forest ‘trees’ are hand crafted replicas of silver birches which pass through the barn roof, piercing the ceiling into the first floor to reach the infinite and illuminated sky – a 570ft² cloud printed, gridded light box surrounded by mirror clad walls.
The journey continues on the first floor through a playful interpretation of a traditional English box hedged garden where LED illuminated hedges and an artificial turf floor act as the backdrop to apparel ranges.
The store’s multi-sensorial experience is enhanced through a 4m high digital screen delivering exclusive content from Hunter’s campaigns, films and recent events, as well as live broadcasts from events around the world. Referencing Hunter’s unquestionable relationship with the infamous British weather, the screen will also display regular weather updates from throughout the UK; each time accompanied by a coordinating soundscape that echoes throughout the store.
Hunter’s Creative Director, Alasdhair Willis says “Japan is one of the most important and exciting markets for Hunter. We wanted our first Japanese store and our second global flagship to be right in the heart of Tokyo – a city which I feel reflects the vibrancy and innovation that is inherent to Hunter.” Hunter’s Ginza store will showcase the SS16 Hunter Original footwear, outerwear and accessories collections, alongside the Hunter Field performance collection.
Images @ Hunter
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