The new Graff Flagship Store in Tokyo, located in the Ginza district, introduces a contemporary interpretation of the Graff universe through a retail concept developed by Curiosity, the studio founded and led by Gwenael Nicolas. Developed across two levels, the boutique combines transparency, craftsmanship, lighting and material refinement to create individually tailored shopping experiences focused on high jewellery and bridal collections. :contentReference[oaicite:0]{index=0}
The glass façade transforms the Ginza storefront into a luminous urban installation
The boutique opens towards the street through a fully glazed façade screened by a ten-metre-high silvery metallic mesh. The curved metallic curtain wraps the exterior like a rhythmic surface, creating a layered visual effect between transparency and concealment.
Floating showcases integrated into the façade highlight the jewellery collections while reinforcing the relationship between architecture, light and product presentation. The exterior becomes both a display system and an urban landmark within the Ginza retail environment. :contentReference[oaicite:1]{index=1}
The ground floor combines bridal collections with fluid spatial choreography
The ground floor is dedicated to bridal collections and is defined by openness, brightness and high ceilings. The interior composition layers transparent surfaces, framed displays and soft lighting to guide customers through a sequence of interconnected spaces.
Jewellery displays are treated as sculptural elements within the retail layout. At the centre of the space, a cone-shaped bridal display inspired by the claws of a diamond ring becomes a focal installation illuminated by integrated lighting.
A sequence of salons and private alcoves creates a progressive customer journey through the boutique. The spatial choreography alternates between open views and intimate environments, balancing product focus with hospitality and privacy.
The project integrates Japanese craftsmanship into the retail concept through silver-toned washi paper from Wajue artisans and fabrics produced by Hooso in Kyoto. Material textures introduce depth and sensory complexity while reinforcing Graff’s search for refinement and excellence.
A sculptural installation by artist Junko Mori introduces movement into the ground floor through white leaf-like forms that appear suspended within the space.
The sculptural staircase connects the boutique levels through light and material contrast
The double-height salon is framed by the shimmering metallic curtain visible from the façade. Soft and diffused lighting interacts with metallic surfaces to create a calm and luminous atmosphere focused on the jewellery collections.
At the centre of the void, a sculptural freestanding staircase acts as one of the defining architectural elements of the project. Designed as a twisted spiral combining wood and light, the staircase connects the two levels while reinforcing the sense of fluid movement within the boutique.
The first floor reinterprets Graff’s signature green through reflective materials and private salons
The first floor is dedicated to Graff’s high jewellery collections. The brand’s signature green is reinterpreted through reflective green stone surfaces and soft green silk finishes, creating a more intimate and refined atmosphere.
White display counters rhythmically organise the salons, while mirrored walls create infinity effects that visually expand the interior. Another sculptural intervention by Junko Mori reinforces the relationship between art and spatial perception.
A large decorative paravent made with green and gold leaves by Hakuichi artisans from Kanazawa defines one of the central salon features. The green gallery connects the public areas with private salons opened towards the city through large windows.
Muted tones, white surfaces and a bas-relief artwork by French artist Jane Puylagarde contribute to a calm and harmonious environment. Floating jewellery displays highlight the collections through carefully controlled light and reflections.
Concept and design: Curiosity – Gwenael Nicolas
Lead interior design: Shinya Inobe
Interior design: Risa Kojima, Sho Watanabe
Creative direction: Marina Kondova
Computer graphic design: Jean Lou Jamelot
Graphic design: Kenji Kamei
Photo courtesy: Satoshi Shigeta