The luxurious Gucci Cafe in Ginza, Tokyo.
With all the talk over recent years about the growth of luxury brand markets in China, India and Russia, it would be easy to write off the Japanese market as old news. However, a visit to the Tokyo flagship stores of some major European brands shows that many companies are not giving up just yet. Rather, a new kind of luxury, encompassing not just fashion and accessories, but an entire lifestyle, is being marketed to the Japanese.
While it is definitely true that the new luxury markets are growing much faster than the long-established Japanese market, Japan is still the largest luxury market in the world and many brands continue to see Tokyo as the ultimate testing ground for new products and services. In the past 18 months alone Gucci, Bulgari and Armani have all opened new megastores in Ginza which house an array of luxurious products and services. At the following stores, customers can dine on fine food from world-renowned chefs, have an afternoon coffee accompanied by gourmet chocolates, enjoy a drink on a rooftop garden above the bustling streets of Ginza, relax with a luxurious massage, or even take in a yoga class.
Gucci Ginza: The first free-standing building in the world dedicated only to Gucci, with 4 floors of fashion and accessories, a Gucci Café that also sells original Gucci chocolates, a gallery, event space and offices
Bulgari Ginza Tower: The largest Bulgari store in the world, including 940 square meters of retail space and 4 floors that encompass a restaurant, private dining rooms, a bar and a rooftop terrace operated by Bulgari Hotels & Resorts
Armani Ginza Tower: An 11-storey tower including 5 floors of retail space, the first-ever Armani Spa, a restaurant, a private members-only bar, offices and showrooms
Chanel Ginza: Three boutique floors, an event hall, offices, an Alain Ducasse restaurant and a rooftop terrace
Bulgari Omotesando: Two floors of retail space, including a café and chocolate shop operated by Bulgari Hotels & Resorts
Furla Omotesando: A free-standing retail store with a yoga studio on the 4th floor
Kelly Wetherille