US fashion designer Thom Browne has opened its first flagship store outside its home market in Tokyo in Aoyama district.

The store spans 4500 sqft over three floors. Designed by interior design company Wonderwall, the store features midcentury antique furnishings with a pair of club chairs installed in every floor. One unique thing about the store is the chance for customers to buy the furniture used in the display.

It wouldn’t be easy for customers visiting for the first time to find the store as the marble facade contains no logo.

“I wanted it to feel as nonretail as possible,” said Thom Browne.

“It’s more the experience when you walk in as opposed to the experience of a retail store from the outside,” he said.

The location was formerly occupied by 10 Corso Como. Its neighbours include Marc Jacobs, Prada and Kate Spade.

“Tokyo for me was important because of how supportive the Japanese have been from the beginning for my collection. And also, too, they just understand what I do better than most people around the world,” said Browne.

The designer said at the moment, he has no concrete plans to open new flagship stores, but, he promises the next one will be opening in the next few years. He’s eyeing London, Paris, Milan and Los Angeles as future locations.