Michiko Koshino, a fashion designer with an established business in the Far East, raised her profile in the UK by opening a flagship store in Covent Garden. The brief stipulated that the design should avoid literal cultural references and reflect Michiko’s individual approach to fashion which combines simplicity and idiosyncrasy.
The entire store became a window for the brand with frameless shopfront blurring the boundary between inside and out. Finishes were chosen to combine natural materials with fabrics closely associated with Michiko’s work, such as neoprene. The success of the shop was acknowledged through its popularity and appeal to London’s nightclub fraternity, Michiko’s most ardent followers.