Miu Miu Aoyama

To communicate the opening of Miu Miu’s new extravagant flagship story in Aoyama, Tokyo, we developed a hybrid campaign— extending the Miu Miu Logo, extracting the wavey graphic seams featured throughout the stores as a graphic element, and combining these with the institutional graphic language of Miu Miu and their pre-fall campaign images. Our original strategy to have a 5 night projected event was not allowed due to Tokyo law, but wedid execute a luxuriously produced set of booklets composed of original contents develop by us and an extensive print, digital and environmental campaign for the store opening. Project Team — Partner, Michael Rock, Design Director, Ryan Weafer, Designers, Hugo Hoppmann, Sunny Park Interior Photography © Nikasa and Partners Lookbook Photography © Jamie Hawkesworth