Although already present in Tokyo with two standalone boutiques and several shop-in-shops, DSQUARED2 is raising its profile with a new standalone store. The Milan-based fashion house, headed by Canadian identical twin brothers Dean and Dan Caten, has planted a flag on Omotesando dori, one of the Japanese capitals main shopping areas and a favoured address of high-end brands. DSQUARED2 has secured a 170 sqm. (1,830 sq.ft.) unit on the ground floor of Roppongi Hills, a shopping centre with a number of peers from fashion’s upper echelon, such as Balenciaga, Louis Vuitton, Bottega Veneta, Saint Laurent and Gucci. The store is the first one on the planet featuring the brand’s new retail design codes as laid down by the fraternal creative directors in collaboration with Florence-based practice MRZarchitetti. The façade sees large floor-to-ceiling windows framed by black corrugated steel that hints the industrial aesthetic inside from afar.
The walls of the ready-to-wear section are clad in corrugated glass panels and latticed louvers, and form a backdrop for clothing racks suspended by chains. Decorative blocks of coloured polyurethane foam add more eclectic visual layering. Additional furnishings comprise sets of industrial carts serving as displays and a stainless steel display table. A passageway with corrugated glass walls and a metal floor displays jewellery on black metal shelves while it connects to the store’s adjacent section. Here, the fitting room can be found, featuring coloured carpets, ceilings with louvers and customised wallpaper. The denim section is furnished with a large ottoman cals in checkered fabric and a seemingly makeshift wooden display table. Suspended industrial lamps can be found across the premises, supplemented by ceiling light spots which highlight section of the merchandise on offer. The new DSQUARED2 store carries men’s and women’s apparel, including the brand’s Icon collection and denim, accessories, eyewear, underwear, beachwear and fragrances.
DSQUARED2
Omotesando Hills, 4-12-10 Jingumae (Harajuku)
Tokyo 150-0001
Telephone: +81 3 64347310
Daily 11am-9pm
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