tokyo: white mountaineering store renewal

© white mountaineering

white mountaineering has had a change of heart. the japanese fashion brand has relocated back to tokyo's daikanyama area - at the very same location where they initially set up shop - and clustered most of its activities in this edgy part of town. the existing store moved downstairs, while the upper floor has now become home to the press room and an adjacent space accommodates the brand's offices. but let's head back to the ground floor, shall we? the new retail space is a new collab with sasaki kazuya of tokyo-based architecture practice small clone. the store's concrete shell has been incorporated in a balanced palette that blends industrial minimalism with traditional crafts, a hybrid aesthetic that's very compatible with white mountaineering's offerings.

the shop's louvered façade creates an intimate atmosphere inside where the austerity of the concrete is balanced out by an abundance of warm timber. a custom-made sales counter cum cabinet in dark wood and glass literally takes center stage, placed below two groupings of dangling lamps and complemented by cubic displays clad in a geometric pattern of different wood. a wall-mounted mirror and clothing racks in shiny steel add up to the sleek setting, while a state-of-the-art sound system with nifty wooden speakers anticipates a rotating program of in-store events. the new white mountaineering store carries the brand's full men's and women's apparel collection. location: takehisa building, 2-7 sarugaku-cho, ground floor [daikanyama].

© white mountaineering