When we started to design the Chloe store for Aoyama, I felt strongly that we should do something different for this Japanese flagship store. The Japanese shopper is extremely discerning and we want to understand her and make her feel special.

The design team here at SH Architects went out into Japanese worlds, we looked and we talked and we changed our established western ideas. We looked at Japanese apartments and were fascinated by the interior decoration “looks” and the quantity of belongings that fit inside. We were intrigued that Japanese girls go shopping knowing exactly what they want to buy, having done their research thoroughly – perhaps that’s why many successful Japanese shops don’t have shop window displays…..we wondered.

After much exploration, we decided to bring something from Europe that is reminiscent of Japanese Otaku collections ( collections made compulsively) and we have created some sculptural landscapes based on the European market stall. We call these “floating landscapes” because they hang in the air, and they act as display shelves to carry the Chloe accessories around the store.

I hope that in this store, we have created an atmosphere that is totally Chloe, it has its roots in Paris but has also swayed towards Japan.

This is all about inspiring a Chloe tribe, we hope to see many Chloe girls on the streets of Tokyo!