Chopard is a leading independent fashion house. In Japan, the image of Happy Diamonds is strong, but in Europe, it enjoys a very high status. As if to reflect this, each boutique was given a heavy interior. While this certainly matched the prestige, it was undeniable that it was difficult to enter. In response, Chopard began to give its boutiques a new concept. While their stance of "inviting you into a mansion" remains unchanged, they also began to consider ease of access.
The newly reopened Ginza boutique is also based on a fundamentally new concept, with detailed zoning to more strongly emphasize the unique worldview of each collection.
The store has a total floor area of 193 square meters, with the first floor being the general watch and jewelry floor. The second floor is the gentlemen's floor, displaying classic racing and LUC collections, including the Mille Miglia. The third floor is home to the high jewelry salon and the world's first bridal salon. Of course, the second floor is the most important for our readers. The Ginza flagship store is the only store in Japan that offers such a wide selection of men's collections, especially LUC.
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1F The watch and jewelry salon is home to "Happy Diamonds" and the latest jewelry. The walls have been repainted in white oak, giving the space a bright and spacious feel.
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2F At the back of the second floor is the LUC Salon, a project that Scheufele is particularly passionate about. While the salon also has a booth at the Geneva flagship store, the Ginza flagship store is the first to have it as a separate space. The fireplace and bar counter are unique features aimed at men.
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3F The world's first bridal salon. The wallpaper is jacquard woven with gold thread. The white color is likely a reference to bridal events. Also noteworthy is that the chairs are of different heights in each salon. The further back you go, the lower the chairs are.
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3F The high jewelry salon is located at the back of the third floor. The red color is inspired by the red carpet at Cannes. The wall and fixtures have the same design, but the floor is now marble and the sofas are velvet.
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Even after the renovation, the interior remains as luxurious as ever. The walls on each floor are clad in white oak, leather, and velvet, and silver chandeliers hang from the ceilings on the first and third floors. All of the interior is made in Italy. What's more, the craftsmanship has become even more detailed. The walls on the first and second floors are made of white oak, which is made by painting solid oak with white lacquer and then wiping it off, leaving only the ducts stained. It was a surprising amount of work, but it succeeded in creating a bright and spacious impression.
The way each section is connected is also very clever. The colors are brighter closer to the entrance, and the higher the price range and the further back you go, the more muted the tones become. It is difficult to create cohesion with such different colors, but the architect in charge of the design, Thierry W. Despond, unified the design of the walls and fixtures in each section, giving a subtle sense of unity to the Ginza flagship store, which has a variety of concepts and colors.
The Ginza flagship store has been renovated with the meticulous care that is characteristic of Chopard. The store has been widened without lowering its prestige, and its layout with depth makes it one of the best boutiques in Ginza. In any case, the fact that the Ginza flagship store has been reborn as a more accessible location is something that men who love watches should welcome.
http://www.chopard.jp/
