both Flagship Store, Tokyo

both Opens Its First Flagship Store, And It's In Tokyo.
Parisian footwear label "both" opened its first flagship store in Tokyo on November 28th, located at 1F Kita Aoyama, 3-9-1 Minato-ku Tokyo, 107-0061.

Japan's capital was the ideal destination for the global flagship. "Both" designs are at home in the futuristic-feeling supercity and amongst its vibrant fashion scene, and it's Japan's creative community that both has invited to help mark the launch.

The store, tucked away in the city's Kita-Aoyama neighborhood, is a celebration of the brand's innovative aesthetic. Since its launch in 2016, "both" has explored the endless possibilities of one material: rubber.

The store design, created by PRISM DESIGN, reflects the brand’s innovative aesthetic and sees a playful juxtaposition of sleek industrial elements with raw construction materials.
merges sleek industrial elements with raw construction materials used in an unconventional way. This contrast of polished and rough reflects the "both" values and the playful experimentation the brand is known for in its products.
Exaggerated rubber treads and vulcanised rubber dips are signatures of the brand and have earned "both" a reputation as masters of fusing statement industrial styles with contemporary minimalism. The store interior plays with these creative combinations.

One side of the elongated retail space is lined with sleek tiered shelving and large mirrors, and the opposite site sees an exposed brick wall superimposed by intricately constructed scaffolding-inspired shelving which even extends onto the ceiling and the shop façade. A display of seemingly stacked blocks stretches towards the back of the store.