Jil Sander in Tokyo

Pure, uncontaminated, simple and welcoming, in its design and its perception. This is the atmosphere the creative directors Lucie and Luke Meier want to generate inside the stores of Jil Sander.

To make this vision tangible they have called on John Pawson, the famous British architect known for his rigorous and minimal design approach, which is at the same time also emotional, real.

Their first collaboration, the new flagship store in Tokyo with an area of 286 m2 in the Omotesando district, is a reverberation, a paraphrase, an inventory of a shared vision of balanced simplicity.

“My vision of the store has always been that of a place with a sense of quiet depth and permanence, in which the first thing you notice is the atmosphere, rather than the architecture: simple spaces, reduced to the essential, where people can feel at ease and the eye is naturally drawn towards the apparel,” Pawson says. “From our first conversation it was clear that Lucie and Luke Meier not only shared this vision, but could also suggest an innovative perspective that would be useful for the creative process.”

The facade on street level is a long showcase that rather than displaying the collections has the function of conveying an immediate idea of what is inside, of the volumes, the proportions and the space, perceived as fluid, immersed in daylight.

One of the key words of the project is proximity.

All the materials are left in their natural color. What seems uniform at first glance is revealed to be structured and tactile on closer examination. The soft red-yellow hues of the light come from reflection off the limestone of the floors, the cherry wood and the lime wash covering the walls. White Lasa marble appears here and there, bordering the wooden shelves. The display cases are in glass framed by cherry wood. The plinths are made with limestone. Linen is featured with moderation in the seating. The handrails in cherry have an ergonomic form for a comfortable grip. The walls have not been painted.