RPA: Vision designs Tommy Hilfiger Japanese flagship store

The consultancy has worked with Tommy Hilfiger since 2004, and is retained by the brand to create the store interiors worldwide, including the UK flagship store in London’s Brompton Road, which opened late last year.

According to the consultancy, the store’s exterior is influenced by architect Frank Lloyd Wright’s Fallingwater house.

Nigel Collett, RPA: Vision chief executive, says, ‘Tommy regards the stores as a 3D extension of the brand. It’s retail theatre – we’re trying to create key phrases to amplify the ideas of American college, preppy and cheeky wit.’

The three-floor store uses a unique interiors concept that references other flagships in elements such as the taxidermy visual merchandise, creating an ‘umbrella concept’, according to Collett.

The Omotesando stores features campus league signage; wrought iron staircases, inspired by old elevator gates; crayon fixtures to highlight ‘pop colours’ and  caged garden-like installations.

Collett says, ‘With each location we try to create a unique experience, but over the last 18 months there’s been a re-referencing back to the heritage of the brand to create a stronger character for the stores.’