Hugo Boss opens Ginza flagship for Boss label

By

Sandra Halliday

Published
Jun 29, 2021

Hugo Boss is continuing to open major stores in key locations with the company having just opened the doors of its first Boss flagship at the high-end Ginza fashion hub in Tokyo.

The new location covers two floors and a total retail space of 480 sq m. It features the brand’s latest interior concept and includes both menswear and womenswear, with the label’s Made To Measure tailoring offer also having a dedicated space. The company said this provides “exceptional customised service and an exclusive shopping experience”.

The store features white suspended back wall panels to give the impression of a “floating” wall. These were first introduced in the Soho, NY, store last year. Freestanding furniture “with cubic and solid shapes contrasts with the floating background”. And the combination of marble, wood and polished chrome materials is meant to “add to the modern and welcoming atmosphere”.

Additional white, beige and black textiles and wall treatments “radiate a warm and homely feel… emphasised by the open floor plan, the generous, inviting seating and subtle warm skylights throughout the store”.

There’s a big digital element too with integrated digital media walls on the façade and in-store, showing branded content and campaign footage.

The new store also comes with a dedicated casualwear capsule collection featuring a unique print available exclusively in Japan.