© Hermès Japon

Hermès‘ approach of the Japanese market is decidedly more edgy than elsewhere on the planet, and that’s due to the country’s distinctive sensibility when it comes to luxury. Embedded in local culture is an innate and huge appreciation of craft and quality, and as such, it isn’t a generational thing. Needless to say, Japan‘s younger demographic is much easier to reach, but obviously still requires an imaginative endeavour to have them prick up their ears. Well, enter Radio Hermès, a pop-up radio station in downtown Tokyo. Situated at the Case W events complex in the Harajuku area of town, the studio features a specially designed interior by cult graphic artist and creative director Yoshirotten, and will kick off a broadcast programme on Sun – Sep 1 (from 7PM to 8PM on weekdays and from 2PM to 4PM on Saturdays and Sundays) which will continue until the end of the month. In each broadcast of Radio Hermès, creative director Véronique Nichanian of Hermès‘ men’s collections will introduce its focus on various themes such as fashion, music, culture, food, travel, in addition to a series of the special live gigs across Japan by Ryuichi Sakamoto & Hidejiro Honjo, Yojiro Noda and Camp Claude. Location: Case W, 6-16-23 Jingumae (Harajuku).

© Hermès Japon