Yohji Yamamoto 2 -NEW STORE OPEN-

Sep 16, 2022

Yohji Yamamoto Co., Ltd. will open its second store in Japan, Yohji Yamamoto 2.
Designer Yohji Yamamoto supervises the details of the store in collaboration with Kunichi Nomura and TAKAY.
At the opening, we will present a new brand, "Power of the WHITE shirt", and LIMI feu.
In addition, we have installed beacons, working with the online boutique THE SHOP YOHJI YAMAMOTO to implement omni-channel functions.
In the future, we plan to develop new brands and projects on experimental basis.

1F floor

B1F floor

Store design by Kunichi Nomura

“Is it possible to create a space where Yohji Yamamoto, LIMI feu, and other new brands can freely move around the sales floor, by way of pop-ups? This project started with that question. How to bring new functionality into the store without compromising Yohji Yamamoto's core world? The theme was free-floating. The hangers can be freely laid out in a grid pattern inside the store so as to make it easy to create a world that matches the displayed products. "Also, I wanted to arrange pure white shirts against a black background, and when black clothes were lined up, I wanted to make the background easier to see with a large screen and a variable louver behind." Yohji Yamamoto's world and a digital display may sound contradictory, but the display is not to show rapidly moving images or visuals. It is incorporated as one of the environmental facilities that changes the whole background. Suddenly, the store looks different, with the strict necessary minimum of items on display, purposely arranged for not only the existing customers but also for the new fans. People will visit the Aoyama main store across the street, creating synergy between the 2 stores.

Visual Creation TAKAY

“I created this image work within the theme of TIMELESSNESS. I believe that Yohji’s creations have a philosophy that is not bound by trends, with universal elements. Among them, I selected photos showing that universality, such as the skirt and feet lines.
In addition to that, from the Tokyo landscapes that I usually shoot, I carefully selected the ones that could be representative of the Yohji Yamamoto brand and put them out on a digital screen. The method is inorganic, but I edited them to leave the organic "feel", that is the basis of Yohji Yamamoto's creation."

At the entrance of the shop, a mannequin of Yohji Yamamoto's dog "Rin" will be there to welcome you.