MSGM's new Tokyo store


MILAN — Italian contemporary label MSGM has opened its first boutique in Japan, its fifth monobrand shop in the world, as part of the brand’s worldwide retail expansion. Located in Tokyo’s trendy fashion district Shibuya, it will be officially inaugurated with a cocktail on Friday.

As in the case of the other four banners, the interior design concept of the new two-level boutique was conceived by founder and creative director Massimo Giorgetti. Milan-based architect studio CLS Architetti, which also worked on the MSGM stores in Milan and Dubai, collaborated on the project as well as the local studio Garde.

Covering 2,152 square feet, the unit in Tokyo carries the brand’s men’s, women’s and accessories collections and maintains the label’s street style aesthetic with flexible iron structures and black and white marble surfaces for product exhibition. These are interrupted by fluorescent yellow lines. The store also features neon tubes in various geometric shapes on the ceilings. There are also two art works by Japanese-American artist Shingo Francis.

The other four MSGM banners are located in Milan, Dubai, Singapore and Hong Kong.

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