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The Tokyo outlet combines Italian fashion architecture with innovative hi-tech presentation, including its state-of-the art “Gate to the Future” concept |
GERMANY. Porsche Design today opens its first franchise store in Tokyo’s Ginza fashion district. The German company’s franchise partner is the Swiss trading conglomerate DKSH, which has been active with various luxury brands for 150 years in Asia. The 200sq m store is located in a prime location in Ginza.
The Tokyo outlet combines Italian fashion architecture with innovative hi-tech presentation, including its state-of-the art “Gate to the Future” concept, showcased at Cannes TFWA World Exhibition (also see below). In another innovative move, night shopping will be on offer.
Commenting on the company’s retail ambitions in Asia, Dr Siegmund Rudigier, President & CEO said: “Over the next few years, Porsche Design will be developed into one of the leading premium brands in the high quality accessories segment. We are therefore pursuing an exclusive and selective distribution concept for Porsche Design in line with its market position. In co-operation with our new master franchise partner DKSH, we will strengthen our presence in the Asian countries. Our new Porsche Design Store in Japan reflects the first step towards achieving this goal.”
The company now has five owned stores worldwide (Berlin, Hamburg, London, Beverly Hills, and Costa Mesa/Los Angeles) and ten franchise stores. According to Rudigier, 30 stores in total are due to begin trading over the next five years.
“The Tokyo store itself will not espouse the conventional shop window display, rather it will mirror the products that Porsche Design offers. We have achieved this with the “˜Gate to the Future’,” added Rudigier.
Colours used in the Ginza store are black, titan and dark brown, to underscore the technical claim of the products, said Porsche Design. Contrast is provided by the combination of natural materials such as black stratified slate and smoked oak, creating a powerful impression, with innovative hi-tech materials such as plasma monitors.
The new store concept was implemented in Berlin for the first time and was recreated on Porsche Design’s exhibition stand at Cannes last week. Also on display at TFWA were the full range of new products, including practical, lightweight, flexible-use luggage and small leathergoods in black and other colours, and finely crafted watches, writing instruments, smoking accessories and shoes. The Porsche Design clothing range was previewed, in advance of the launch of an expanded fashion collection next year. The product range will soon be extended to include sports goods, furniture and electronic products.
Gate to the Future concept
Porsche Design’s Gate to the Future concept consists of three plasma monitors located in the left, centre and right walls of the store, and the scan table, a square slate block positioned in the centre incorporating a scanner and a monitor. When a product is placed on the scan table, an animated film appears. The front monitor shows a front view of the product, the lateral monitor shows side views. The monitor installed in the scan table conveys the main information on the product. The impression of the opening “gate to the future” is created virtually.
Night shopping
Arrows installed in the shop window, as well as the “touch me” signs, allow customers to surf the product range by night. Using the arrows, the customer selects a window displaying a product via a light. The monitor in the shop window supplies product information on the selected product. The gate to the future inside the store displays the product.
For details, contact Daniela Hekmat, Director Duty Free & Travel Retail, worldwide, at daniela.hekmat@porsche.de
Porsche Lizenz und Handelgesellshaft mbH & Co KG, Porschestrasse 1, 74321 Bietigheim-Bissingen, Germany; tel: +49 711 911 12945; web: www.porsche-design.com
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