Miu Miu’s new store on Miyuki Street – in the Aoyama District of Tokyo – is designed by Herzog & de Meuron, and it’s a beauty, as you’d well expect. It’s an intimate space filled with exquisite details but feels like the home you’ve always wanted.
The project is sited diagonally across the street from the celebrated Prada Tokyo Epicenter – also designed by Herzog & de Meuron.
In contrast to the transparency of the all-glass Prada building, however, the understated metallic surface of the Miu Miu façade is opaque, which lends a more intimate quality.
The brand has 23 boutiques across the country including nine in Tokyo alone.
“We started out by trying several different architectural typologies. Since zoning regulations called for less height, we explored the potential of a smaller, more intimate building,” the architects say.
The architects wanted the space to be “more like a home than a department store, more hidden than open, more understated than extravagant, more opaque than transparent.”
The shop on two tall storeys not only presents goods on tables and in display cases; it is also like a spacious and comfortable home with inviting sofas and armchairs.
A fashion show and party was held at the Belle Salle in Shibuya.
Guests included artists, designers and celebrities like Zhang Ziyi and Rinko Kikuchi…
…Miroslava Duma…
…Mark Ronson and Josephine De la Baume.
And of course genre-defying DJ Nicolas Jaar played the after party.
Visit soon?