Tokyo is one of the most exciting cities in the world where stores are vying for attention.

There is a distinctly European feel to some of the stores we’ve found this month, as well as luxury being a dominant theme. Retailers are bringing luxurious heritage from fashion centres like Milan and Paris and combining them with Japanese style and aesthetics. Elevated service, with bespoke items and VIP areas, is another feature here.

There is also more push for AI and personalisation, with facial analysis and virtual try- ons becoming a feature of beauty stores.

If you are after inspiration, then take a look at the best new retail in Tokyo.

Image credit: Kao Corporation

Kate, Shibuya

Makeup brand Kate is aiming for a grown- up makeup ethos away from the country’s dominant Kawaii style with its stylish new flagship.

The store incorporates street style from graffiti artist Kazz Rocc and also includes AI immersive experiences. Customers can see their image on a digital display at the store entrance, as part of an animation featuring the brand’s signature colour of red.

There are also several interesting features around the store including the Lip Monster Tower, where shoppers can explore Kate’s range of lip products. More personalisation options are available at the iCon Box, a vending machine with virtual try-on which enables customers to select four personalised colours to create their own eyeshadow palette. At My MasChara Maker, visitors can get their face analysed to suggest the best makeup for their features and download a personal character.

Image credit: Hermès

Hermès, Ginza

A new flagship from French brand Hermès has arrived in Ginza, a shopping district known for its emphasis on luxury items.

The store design includes a silhouette of a horse that can only be seen from the outside, conceived by French artists Zim and Zou. Art is a theme throughout the store as pieces from Émile Hermès’ collection are showcased. The décor of the space evokes both French and Japanese design aesthetics, with luxurious wallpapers and fabrics and warm wood.

Customers can find perfumes and women’s accessories within an area of wavy panels, and equestrian products are found at the back. Fitting rooms and salons can be found through some passages, displaying footwear and ready-to-wear collections.

Image credit: Serapian

Serapian, Ginza

Another flagship store launching in Ginza this month is from Italian accessories brand Serapian.

The store heavily references Milanese culture and style, including the original Serapian headquarters. The bright yellow of the exterior is similar to the style of buildings found in Milan. The main shop window has artwork from Lorenzo Vitturi who has worked with artists specialising in Murano glass to create sculptures that can display bags. These sculptures sit on a series of leather covered wooden shapes, which resemble the islands of Venice and Japan.

Artwork continues throughout the space, with a leather mosaic on the walls, the Serapian family history through black and white photographs, a metal sculpture by De Castelli, and hand painted murals by Pictalab. Customers can visit a bespoke atelier on the first floor that can create specialist made-to-measure bags from over 50 colours.

Rolex, Ginza

Rolex has also launched its latest flagship, a tower, in Ginza.

The exterior of the tower has a bezel design, a signature Rolex pattern, which alters when viewed from different positions. Rolex’s green colour can also be found in the agate around the entrance of the store and throughout the interior.

The ground floor contains some display areas and a lift for the other floors. The basement features a watch laboratory, where specialist technicians work on products. The first floor has a lacquered bar made with more green stone, along with areas for sales and more private meetings. For VIP customers, the second floor contains a private salon.

Image credit: BAPE

BAPE THINK, Harajuku

A Bathing Ape has launched a concept store in Tokyo to focus on new collections.

The store contains three floors that incorporate branding such as Ape Head and BAPE camo, along with tasteful wood interiors. The new Mr Bathing Ape line includes sportswear and an outdoor range, alongside urban city products. Shoppers can also find special BAPE collaboration items along with footwear on the second floor. This includes a t-shirt collaboration with Sean Wotherspoon.

The launch was celebrated with a party featuring DJ Muro and customers could receive a special gift if purchasing items over ¥8. A special t-shirt, THINK CAMO, was also designed for the opening.