The New York City-based fashion brand Thom Browne which is owned by Zegna Group is raising its profile in an unexpected way, targeting its female fanbase with a branded shop-in-shop exclusively stocked with merely chocolates. Simply called Thom Browne Chocolate, it’s situated at Hankyu department store in Osaka, and is the first of its kind on the planet. Occupying a designated 30 sqm. (323 sq.ft.) space on the third floor, the chocolate shop sees a white marble-clad counter with glass top displaying various tasty chocolate concoctions, and is flanked by sleek cabinets and shelving. The area is demarcated by louvered panels reminiscent of the office-inspired aesthetic of all Thom Browne retail spaces.
The chocolate merchandise is a collab with Louis Sherry, a renowned chocolatier from the designer’s hometown of New York City, and presents artisanal chocolates in twelve different flavours. The chocolate merchandise is presented with women’s bags and small leather goods, such as cutesy coin purses and key holders. High-profile Japanese twins and J-pop icons-turned-models Ami and Aya Suzuki a.k.a. AMIAYA are part of the local fanbase and attended the brand’s runway show in Paris earlier this year. Obviously, they were served as brand ambassadors during the recent official opening party of the Thom Brown Chocolate shop-in-shop. Location: Hankyu, 8-7 Kakuda-cho, Third Floor (Umeda).
Thom Browne New York
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