Stella McCartney, Tokyo – images revealed

We are pleased to share images of our first retail site with high-end fashion brand Stella McCartney in Tokyo, Japan.

Endpoint StellaMcCartney signage daytime

Endpoint was commissioned to technically solve a recurring issue with their signature storefront fascia, for their new Aoyama store in Tokyo, Japan.

With the opening fast approaching, the Stella McCartney team was having trouble communicating the desired night-time lighting effect to local contractors. Their iconic identity, consisting of a series of black dots, was being obscured and deformed by poorly controlled light diffusion when back-lit at night.

Within a two-week period, we created a simple test rig. We experimented with different materials and depths of dot until we were able to achieve a clear, crisp halo of light around each dot to achieve the desired premium effect.

Endpoint testing StellaMcCartney signage

Our specification is being added to their guidelines for future retail fit-outs.

We look forward to helping them further communicate the brand in the built environment as they continue to expand.

Endpoint StellaMcCartney signage at night

Watch the Aoyama store opening in Tokyo