Retail Directory 2010

24 Issey Miyake

Tokyo

Issey Miyake has taken the global trend for fast fashion and turbocharged it. His new Tokyo outlet in the Takashimaya department store is one of six in-store concept shops dubbed 24 Issey Miyake. A minimalist take on the mini-mart, 24 was dreamed up by Canadian-born Japanese designer Oki Sato of Nendo. Nendo's pared-down layout features wire-framed racks, rails and tables all based on the look of a shopping basket. While the backdrop is pure white, the store bursts with colour: it stocks the exclusive '24' range, which comes in 20 bright hues and is set alongside pieces from the main collection and a surprisingly affordable selection of the new 'Me Issey Miyake' line, which includes floral-patterned jelly ballet flats created with Brazilian shoemaker Melissa. The convenience store theme carries through to the packaging, with purchases presented like fast food in plastic tubs and zip lock bags. The contents, however, are far more mouth-watering.

Nihonbashi Takashimaya
2-4-1 Nihonbashi
Chuo-ku
81.3 5202 2224,

http://www.isseymiyake.com

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