(Author : retaildesignworld)
Boot brand Hunter has created “the brand’s ultimate retail experience” in Japan, creating a 3,100 sq ft store in the new Ginza G5 development in Tokyo.
The store has been designed by Checkland Kindleysides in collaboration with Hunter creative director Alasdhair Wills. The same team developed the brand’s London branch, the influence of which is clear in the Ginza store. “The store is designed to amplify the experience to the Japanese market, creating a less literal and more ethereal version of the original concept with more potent and distilled brand gestures,” says Checkland Kindleysides creative director Joe Evans.
Alasdhair Will says, “Japan is one of the most important and exciting markets for Hunter. We wanted our first Japanese store and our second global flagship to be right in the heart of Tokyo – a city which I feel reflects the vibrancy and innovation that is inherent to Hunter.”
Shoppers enter the store through an imaginary forest, sheltered by a barn-style roof. Replica silver birch trunks pierce the ceiling to the first floor, where they reach up to an illuminated cloud-printed lightbox, a 570 sq ft representation of the sky.
Features from the London store have been repeated in Japan, including doors from modern agricultural buildings and a traditional English box-hedge garden made from LED blocks and an artificial turf floor.
A multi sensory element comes via a 4m high digital screen which delivers exclusive content from Hunter campaigns, films and events, as well as live event broadcasts from around the world. Regular weather updates emphasise the brand’s relationship with the UK’s infamous weather. An accompanying soundscape for each update echoes throughout the store.
Source : retaildesignworld.com