Herzog & de Meuron : Miu Miu Aoyama Store

The ready-to-wear luxury brand Miu Miu opened in March 2015 Miyuki Street shop in the heart of the Aoyama district of Tokyo. The Swiss firm Herzog & de Meuron was in charge of project design.

Many fashion boutiques succeed Miyuki Street. All luxury stores wanting to stand out, the architecture of the street is very heterogeneous.

In 2003 the firm Herzog & de Meuron had realized the Prada store in the same street. They had chosen a glitzy building, fully glazed. This time for Miu Miu, Prada's little sister, they have chosen to create a more intimate building, "a home rather than a department store; a volume concealed rather than open, stripped rather however extravagant; an opaque rather than transparent set. "They explain.

They then had the idea of ​​a box with an oversized hood and ajar to allow passersby to drag their looks inside. Some also see in this a reference roof roofs traditional Japanese houses. The underside of the awning is covered with copper. Rounded interior edges contrast with the sharp steel corners of the exterior facade. The facade shows no reference to the brand's logo is its material, the steel paneled, that catches the eye of pedestrians.

Inside to the changing rooms, the architects designed alcoves lined brocade and copper evoking backstage of a theater. In addition to displaying products for sale, the decor is warm and akin to the comforts of home with sofas and armchairs.

photographs: Nacasa & Partners.
For more information, visit the website Herzog & de Meuron.

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