Japanese jewellery brand Mikimoto has unveiled a new boutique concept in Hong Kong’s IFC Mall.
Retail designer and strategic brand consultancy Passionfruit Asia has helped Mikimoto create the boutique.
Wedded to conservative Japanese values, Mikimoto’s stores have traditionally been formal featuring rich dark woods and angular fixtures. For the new boutique at IFC mall, Mikimoto was encouraged to break away from its conventional store template and establish itself as a more approachable jewellery store for modern consumers through an innovative conceptual design that reinterprets the brand in a fresher, more contemporary way.
“Mikimoto is clearly the leader in the industry having pioneered the cultivation, selection and presentation of luxury pearl jewellery. To appeal to an ever-changing and growing market, our challenge was to reinvigorate and fashionably modernise the brand through the creation of an inspiring in-store experience that appeals to new customers, whilst encouraging existing clients to return,” said Craig Briggs, principal for Passionfruit Asia.
To enhance the retail experience, the brand’s codes were optimised with Passionfruit creating a concept called “Deep Wonders” featuring a marine-themed palette with textured wallpaper reminiscent of Japanese “nori” complemented by marine woods, custom light fixtures evocative of pearls and the sea, as well as bespoke carpeting featuring golden light moments of blue and gold.
The central showcase is horseshoe-shaped, allowing a more inviting presentation with sales staff now able to engage with customers on either side of the display. To provide highly personalised service to prestige customers, a VIP room is located at the back of the boutique, allowing private, more intimate interactions where jewellery can be presented and traditional Japanese refreshments served.
“The result is an inviting and stylish boutique creating wider relevance for the brand without sacrificing its prestigious position as the pre-eminent purveyor of quality pearls and pearl jewellery,” said Briggs.
