Mikimoto

Wedded to conservative Japanese values, as reflected in its traditional presentation of the brand at retail, Mikimoto's stores tend to be staid and formal, featuring rich, dark woods and angular fixtures. For the new boutique in Hong Kong, the Mall encouraged Mikimoto to break out from its standard retail template and reinterpret the brand to speak to consumers in a new voice. Brand values were to be respected, but presented in a fresh and seductive manner. After studying the Mikimoto brand deeply, including trips to Tokyo to meet the global store management team, the strategy & design team led the brand into a more engaging, contemporary and relevant space - attracting new customers while also re-engaging current customers. The brand's codes were optimised via a concept "Deep Wonders" - an immersive environment that injected new life into the brand through its relationship to the source of its beauty - the ocean.