Dior’s Tokyo spring summer transformation
What do you do to make more of your store and to keep it relevant? One answer to this question is provided in Tokyo by Dior, which has just given its store on the Ginza a lick of paint. More accurately, the exterior of this five-storey building that is among the luxury frontrunners in the area has had a series of decals applied to its translucent exterior, turning the structure from an illuminated monolith in to a real talking point.
The decals take the form of cherry blossom petals and an electric blue dinosaur/robot, all executed in a traditional Japanese manner and taking their inspiration directly from a catwalk show that took place in the city to show off s/s ’19 last November.
In the scheme of things, this is a relatively inexpensive exercise (certainly when set against the cost of opening a new Dior store), yet when it comes to turning heads, the effect is transformational and broadly the same.
The store is only two years old, illustrating perhaps the speed of change in this world.