Hills Avenue Store in Ginza, Tokyo, by PRAIA inc.
To begin, give us a brief introduction to the Hills Avenue Ginza store
We had already established directly managed stores for our Hills Avenue brand in Jiyugaoka and Kobe Motomachi. The Hills Avenue Ginza store is our third, designed from the outset to be our flagship retail store. We had wanted to open a flagship store in Ginza for quite a while, and our upper management had been patiently searching for an appropriate location. When an ideal spot was eventually found, we were ready to move in.
The beautiful design of the store and displays is very impressive
We asked Mr. Tokujin Yoshioka, a distinguished designer chosen by Newsweek Japan for their “100 Japanese Respected Around the World” listing, to create a design for us. Our approach to everything we do, including selecting materials for our shoes, is that every detail must be of the highest quality. That is why we asked internationally renowned Mr. Yoshioka to design our flagship store. We were very fortunate and honored that he agreed.
The basic white color of the Ginza store is different from the Jiyugaoka store’s yellow key color
Although yellow is our company’s brand color, Mr. Yoshioka felt that it was more important to highlight the products, so white was chosen for the fundamental tone at the Ginza store. But at the same time, if you’re ever in Ginza at night, be sure to take a look at the store while you’re here. The interior is lit up by yellow LED illumination after closing time.* The whole store glows yellow, providing a romantic setting for the products that seem to float within. We can set to the RGB lighting system to produce any color, but our brand color is important to us and we are delighted that it has been used in such an elegantly refined way.（* See the nighttime photo at the beginning of the article.）
With so many brands to choose from, why did you go with Yamaha?
Mr. Yoshioka felt that a Yamaha system would be an ideal complement for the store’s visual design. The elegant design and color of the Yamaha speakers was a perfect match for the design of the display. They blend into the surrounding décor very nicely.
Now that the Yamaha sound system has been in use for a while, how do you feel about its sound quality, operability, and design?
The quality of the sound is very high. Frequency response is wide and natural, with bass that is much more solid and present than we expected. There is an overall depth to the sound that is very appealing. All operation is carried out via the DCP1V4S-US control panels, which we have found to be simple and convenient to use.