LVMH-owned watch brand Hublot has unveiled its new Hublot Omotesando Boutique, incorporating innovative presentations and unlike any of its other stores worldwide.

Located in Jingumae, Shibuya, the Omotesando boutique spans three stories and 205sqm. The store’s exterior features floor-to-ceiling windows, allowing natural light to flush through the space. Featuring the brand’s concept ‘Art of Fusion’, the interior of Hublot Omotesando is surrounded by colourful pop art with chic colours such as grey and beige.

At the Omotesando store, customers are for the first time invited to experience a “free access display” where they can touch all products directly instead of looking through the glass. Hublot Omotesando is also the first Hublot store in Japan to dedicate an entire floor to straps and accessories.

The brand designed a VIP salon on the top floor of the store with a bar counter overlooking the zelkova trees of Omotesando.

Besides Hublot’s signature collections, such as Big Bang, Classic Fusion, and Spirit of Big Bang, the Omotesando store also houses models sold exclusively at the boutique.