Condé Nast Japan’s Vogue Wedding magazine is taking its editorial approach off the page with the opening of a bridal salon.
The first Vogue Wedding Salon will open in Omotesando, Tokyo on Feb. 9, allowing consumers to try on both bridal gowns and fashion apparel for more than their wedding day. As the bridal market grows, magazines are tapping into their authority and audiences to help brides plan for the big day.
Condé Nast Japan’s Vogue Wedding was launched in 2012. The biannual title and corresponding Web site are aimed at a fashionable, luxurious bride.
The Vogue Wedding Salon will feature fashions from Paris, Milan, New York and London, including exclusives that are only available at the boutique. Along with dresses, consumers will be able to take advantage of a customizable shoe experience with a luxury brand.
Both brides and grooms can also turn to the salon for photography services. The boutique has an area that enables couples to have their pictures taken in Vogue style, with stylists, photographers and videographers that contribute to the magazine.
Visitors can also plan out everything from their paper choices for invitations to cake designs and flower arrangements.Vogue Japan tapped architect Yuko Nagayama to design the space. She took a church-inspired approach to the design, creating a symmetrical boutique complete with an apse.
“The biggest single keyword for contemporary today’s weddings is ‘diversification of values,'” said Mayumi Nakamura, creative director of Vogue Wedding, in a statement. “Now is a time for brides who embrace different values to rejoice their individuality.
“At Vogue Wedding Salon, in addition to traditional wedding dresses, we have prepared a wide variety of more adventurous styles,” she said. “These items include stunning bridal gowns from popular designer brands that will be familiar to readers of Vogue such as Alexander McQueen, Giambattista Valli, Oscar de la Renta, Sergio Rossi and so on.
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