In designing the new flagship store for Thom Brown in Tokyo, Wonderwall have created a space that is meant to challenge and inspire shoppers. Much like the clean lines and silhouettes the Thom Browne label is known for, this store presents a clean crisp façade of grey marble to the street, and that’s it. No big window displays, no grand entrance, in fact barely an entrance at all. It is from this initial point that one begins to realise that this store is probably not gong to be like any other. The store itself is broken into three levels and further broken down into rooms, which on the face of it appear to be offices, with the clothes playing a subtle role in the design and it is here, in this imagining of the Thom Browne brand that Wonderwall have created a space that is the perfect articulation of the client. The design is refined and elegant, but also confronting and unexpected and given this is Thom Browne’s first store outside of the US, it seems to me a perfect foray into the international retail market.
Story by Brendan Guy. To see more by Wonderwall images courtesy of Wonderwall.