The Best New Retail in Tokyo – March 2024

Retail in Japan is as design-focused as ever this month. While we have found brands using the technology and immersive displays that Tokyo is known for, there are also signs that European design aesthetics are becoming more prevalent. 

Stores are bringing in expert designers to ensure that there is no clash, with Nordic contemporary minimalism harmonising with traditional Japanese designs. We are also seeing stores testing retail concepts in pop-ups first before rolling them out to larger flagships.

Here is our selection of the best new retail in Tokyo this month.


7-Eleven, Chiba

Popular convenience retailer 7-Eleven has launched a new larger format store in Chiba as part of trialling a new retail strategy.

The store is expected to offer double the current number of items typically carried in-store. 7-Eleven stores in Tokyo already include a wide range of services, such as tickets for live events. The new store will increase the food range and add household items, such as baby products and haircare, to target new customers.

The brand already has an existing partnership with Ito-Yokado and will be offering some of its items. 7-Eleven has also expanded its café menu, offering more fresh items, such as pizza.


Image credit: Serapian

Serapian, Ginza

Leather goods brand Serapian is launching a new flagship in June, located within a luxury mansion.

The announcement was made at Milan Fashion Week, with a tribute to the new store at the Villa Mozart created by Satoshi Kawamoto, a plant artist.

The store will have a Milan design, and will offer the brand’s collection of bags, including the new Ani bag. Serapian is also expanding to include a workshop offering made-to-measure and customisation services.


Audo, Roppongi

Bringing the Scandi aesthetic to Japan is Danish furniture brand Audo, with its latest store.

The space is minimalist but warm, with soft colours and lighting creating a relaxing space. The store is laid out in vignettes of rooms showcasing iconic pieces of the brand’s furniture, including the Eave Modular, Vilhelm and Radiohus sofas, and a collection of marble plinths. Not everything is Danish influenced though, with Japan cropping up in the Hashira lighting, which reflects common lighting styles found in the country.

The centre of the store contains a community space in the form of a coffee bar, and the brand is also keen to reach out to local designers to build new collaborative relationships.


Image credit: YA-MAN

YA-MAN, Ginza

A fusion of tech and beauty is on offer from skincare brand YA-MAN and its new flagship in Ginza.

Visitors to the store are greeted by an eye-catching glass structure in the middle of the store, which contains colour-changing LED lights like a cross between science fiction and a party. Beyond the LED lighting, a range of high-tech items to treat the skin are offered, alongside an array of traditional beauty products.

For customers interested in a more intense beauty treatment, the serene second floor contains individual pods where a range of beauty devices can be accessed. There is also a VIP area, containing white and gold fixtures and fittings, set away from the other customers.


Image credit: Jimmy Choo

Jimmy Choo, Ginza

Following the success of its pop-up, Jimmy Choo has expanded its retail concept into a new store designed by Crosby Studios.

The store is the brand’s largest in Japan and includes a display of Jimmy Choo shoeboxes, from the floor to the ceiling, with gold shelves to display shoes and bags. There is also a gold wall with sculptural fixtures and fittings and a 20 metre blue velvet sofa for customers to try on items.

The men’s collections are housed on the next floor, and the space includes a ‘secret’ blue denim stock room. The idea throughout the store is showing what is usually hidden away from the customer – empty shoe boxes and the stockroom. Bringing them to the forefront not only creates an unusual store aesthetic, but reinforces the working parts of a retail store, providing authenticity.


Tom Wood, Aoyama

Jewellery brand Tom Wood has launched a new flagship in Tokyo, aiming to showcase its Nordic roots.

The store was designed in collaboration with Specific Generic, a Swedish design agency, keeping sustainability in mind. The focus was on using materials that last or can be reused, including recycled steel. The ground floor is a stark white space divided by expansive glass walls and contains a long wooden desk where customers can pay, alongside archive cabinets for display. Customers can find a range of jewellery products, including items exclusive to the Aoyama location.

The upstairs contains an apartment curated by creative director Mona Jensen. The space functions as a private gallery and display for Norwegian artwork, and will be used for events and talks with Tom Wood staff.

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