Following the opening of a boutique on Omotesando dori in Tokyo, an event we talked about in a previous post, DSQUARED2 has revamped its shop-in-shop at Daimaru department store. Situated on the second floor, the interior design sees a renewed collaboration with MRZarchitetti, an Italian architecture practice based in Florence. The chosen aesthetic for the 50 sqm. (538 sq.ft.) shop section has been developed in close collaboration with DSQUARED2 creative directors Dean and Dan Caten, and aims to reflect the brand’s sporty and urban-inspired DNA. A backdrop of corrugated steel and a large screen featuring branded footage greets shoppers from afar, signaling an understated palette of steel, concrete and plywood. The corrugated steel sheets are alternated by latticed louvers and paired with displays crafted from remanufactured urethane foam scraps, a stainless steel table, and industrial carts used as displays, all custom-made for the store. Right behind the sales counter, the neon sign ‘No Gender Just Love’ sign adorns the back wall. The new DSQUARED2 shop-in-shop is currently stocked with the men’s and women’s ICON collection of accessories, eyewear, underwear, beachwear, fragrances and more.