The brand will make a bold move into Japan’s luxury interiors scene when it unveils its Etro Home boutique and showroom inside its flagship store in Tokyo’s upscale Ginza district.
Due to launch on 23 July, the unit will span nearly 200sq m and the dedicated space marks a strategic step in the brand’s growing focus on high-end home design. The boutique will enhance Etro’s footprint in the country, where it already operates over 40 shop-in-shop locations.
The home-focused space will be set on the store’s lower level, while the ground floor will continue to showcase Etro’s ready-to-wear and accessories collections for women and men. This launch will mark the brand’s second standalone Etro Home boutique, following the debut of its first in Milan in 2014, which opened alongside its initial furniture collection.
The Tokyo boutique will bring to life Etro’s distinctive home universe, defined by rich colours, plush materials, bold prints and refined craftsmanship. The space is set to feature several of the brand’s signature pieces, including the Woodstock sofa, the Quiltana and Reed armchairs and the Frame coffee tables, accented with bamboo-inspired detailing.
