The recently opened flagship is situated in Tokyo’s Ginza near other luxury brands, Hermès and Louis Vuitton.
The highly innovative Paul Smith flagship carries the brand’s menswear and accessories and the PS diffusion line over three floors and 3,304sq ft. The store’s fit out, in typical style of the designer, boasts a number of optical illusions across the entirety of the store. This comes as no surprise given that Smith is known in Japan for painting trompe l’oeil dollar bills onto the floor of his stores and watching to see who attempts to pick them up.
A 3D façade of folded aluminium cladding stretches over the first and second floors. The cladding creates a lenticular effect between the stores blue and green colours. The first floor boasts open ceilings with exposed beams and services. Large light boxes are suspended between the beams and walls have been set out at unusual angles to change the perspective of the space.
The second floor meanwhile features bursts of bright colour, with an orange fitting room lobby and a light blue ash desk. There is also olive green leather wrapped tables. Finally, the basement is a modern time panelled room that houses the stores Made to Measure service, a VIP fitting area and modern furnishings and details.
