Italian luxury house of Loro Piana, fully owned by LVMH) has opened a spectacular new flagship store in Tokyo at Ginza The precious and soft textiles moved by the wind were the inspiration for the vibrating texture of the facade of the brand’s new flagship in Tokyo’s Ginza.
“This is the first time we express the brand through architecture and the facade is up to our ambitions, given the impact of the building, which is so evocative of the brand,” said Loro Piana chief executive officer Fabio d’Angelantonio. “We’ve long wanted to have a presence in Ginza and the brand has a storied presence in Japan, so this is a very symbolic and important moment for us.”
Due to the coronavirus restrictions, the opening of the store was postponed from April to early last week, representing a sign of hope for the future. The company is evaluating the possibility of holding an event to mark the opening in the second half of the year, “at the most opportune moment,” d’Angelantonio said.
The building was designed by architect Jun Aoki and the facade, more than 100 feet high, is comprised of mirrored steel strips with an extremely fine laminate. Because the vertical elements are rotated at an angle of three degrees, the reflected images become fragmented, creating a sense of dynamism, and luminous, thanks to the micro-perforated fabric placed behind the ribs. Louvers are used on its surface to give an image of countless vertical lines of fibre threads. This is the only facade on the street that is not flat.
The iridescent shades of Loro Piana’s fabrics and the brand’s staple color, kummel, are also key elements of the building, fully saturated at the base and fading into white at the top. While striking, d’Angelantonio contended the architecture reflects Loro Piana’s understated elegance. Aoki has worked with Loro Piana’s parent company, LVMH Moët Hennessy Louis Vuitton, on a number of Louis Vuitton stores.
Preparing for the opening, d’Angelantonio toured Japan with his wife as a tourist for two weeks, before the COVID-19 pandemic, to absorb “the deeper elements” of the country’s culture, visiting, for example, the island of Naoshima, known for its art museums, sculptures and architecture. “I think that the long history of Loro Piana in Japan reflects how the brand fits with the country, where customers appreciate authenticity, the six generations of the family’s passion for natural fibers, tradition, love of quality, craftsmanship and details.”
Touching his own white André shirt, the executive cited it as an example, as a shirt that has no piping or stitching on the revers of the collar. “There’s a Japanese word, Iki, that expresses simplicity and understatement, but masks sublime quality at the same time,” he said, drawing parallels with the Loro Piana brand.
D’Angelantonio said Loro Piana’s men’s fabrics have been available in Japan for at least 50 years. “This is a strategic opportunity for us, Japan is one of our first and main markets, but this is also the first time the company has a store of such a size in Japan.” There are 17 Loro Piana stores in Japan, of which three are freestanding. Globally, the company counts 130 banners, with a limited wholesale distribution.
“The health emergency in Japan was contained, and we wish to make a statement of optimism,” continued d’Angelantonio. “We expect a gradual return and we have positive expectations for the second half. We are also planning a number of cultural activities to create interest in the next weeks, such as the exhibition of photographer Yoshihiko Ueda kicking off the series.”
In sync with Loro Piana’s understated nature, the logo is subtle, not appearing on the top front of the building. In an additional tribute to Japan, “a love letter” to the country, a symbolic beautiful wisteria tree made of rice paper stands in a 26-foot-high window.
The ground floor is dedicated to textile accessories and leather goods, for both men and women. Women’s collections are available on the first floor, while the second floor is dedicated to men’s wear. The top floor offers the most extensive customization services to be found in any Loro Piana store in the world: Made to Measure for formal dressing and Made to Order personalization available for knitwear in cashmere and Baby Cashmere, footwear and accessories.
More from NEWS
Armani Group is ready to cope with uncertainties thanks to its solid capital and financial structure
In 2019, the Armani Group reported consolidated net earnings totalling EUR 124 million on net sales revenue of EUR 2,158 …
As it celebrates its 10th anniversary, Shang Xia, the Chinese luxury brand established by Hermès International, is preparing for a …