ISETAN POPUP
TOKYO
As part of the Woolrich rebrand, creative director Todd Snyder introduced Black Label — a more fashion-forward collection that honored the brand’s heritage while pushing its boundaries into new stylistic territory. When Isetan, the iconic Japanese department store, invited Woolrich to take over a prominent corner of its Tokyo flagship, we were tasked with creating an environment worthy of the debut.
Working closely with Todd, we developed the concept at speed, ensuring it aligned with the design language we had been building across the global rollout — yet with a playful twist suited to this capsule. The resulting space embraced a darker, more modern mood: walls and fixtures in solid wood, burned and waxed to a deep, tactile finish. The charred surfaces provided both a dramatic contrast to the collection and a contemporary reinterpretation of the brand’s rugged origins.
The installation captured the essence of Black Label — a confident step forward for Woolrich that resonated with Tokyo’s fashion-conscious audience while remaining grounded in the brand’s DNA.
