Boucheron opens giant Ginza flagship store

Maison Boucheron has opened its second largest store in the world – in Tokyo’s Ginza shopping district – following on from the launch of the brand’s first in Paris, France.

‘From Paris to Tokyo: a cutting-edge and creative journey’ is the brand’s slogan for the new location. Spanning four floors, the store features more than 1000sqm and is designed as a combination of French and Japanese culture. This boutique is described as a bit of Paris in the heart of Japan’s metropolis.

“Complementary to our strong existing network of 17 boutiques, the opening of our new Ginza flagship – the largest one after our historic boutique 26 Place Vendome – marks a major shift in our Japanese business,” said Helene Poulit-Duquesne, CEO de la Maison.

“It will undeniably contribute to brand awareness and to the reputation of the Maison in Japan, which we have rigorously built over past years.”

The architectural patterns of the Jardin d’Hiver are featured on the store facade. According to the brand, this facade is transparent throughout the day, revealing the four floors of the Ginza Boutique. By night, a larger-than-life forest is exhibited on the building’s face, changing by the hour and the four seasons.

The maison has created an interactive experience called “The Wishing Tree” in conjunction with Random Studio. Every couple will have the option to write their wish in this forest dedicated to marriage, which will be turned into an animation of sounds and light by technology.

Since 1973, The Maison has continued to strengthen its presence in Japan, with 17 stores in the country, including the new flagship store.