Salomon Opens New Retail Concept Store in Minami-Aoyama, Tokyo
Kooo architects integrates urban alleyways into a unique retail space for Salomon's brand expansion.
1Strategic Retail Location Selection
Salomon has launched its new retail space in Minami-Aoyama, Tokyo, a district known for intersecting luxury urbanity with street culture. The site selection reflects the brand's intent to bridge urban lifestyles and outdoor culture. By positioning the store here, Salomon targets the specific demographic flow between Harajuku and the surrounding fashion-forward neighborhood.
2Architectural Integration of Alleys
Designed by kooo architects, the 135-square-meter project features a unique spatial configuration. A narrow alleyway extends directly into the building's semi-basement, creating a seamless transition from the street to the interior. This design choice blurs the boundary between external public space and the private retail environment, maintaining an outdoor-oriented brand identity.
3Project Execution and Stakeholders
The project was commissioned by Amer Sports Japan and completed in 2026. The design team, led by Shinya Kojima and Ayaka Kojima, collaborated with consultants from Hakusuisha Inc. to execute the complex interior layout. Manufacturers including Tachibana Shoten provided the necessary materials to realize the architects' vision for this specific retail space.
4Spatial Experience and Atmosphere
The semi-basement location provides an unusual quality that feels slightly external despite being situated within the dense city fabric. This atmospheric choice aligns with Salomon's heritage, offering a tactile connection to the outdoors. The design prioritizes the flow of movement, mirroring the way hikers navigate trails, adapted for an urban retail context.
5Brand Positioning Through Design
The store serves as a physical manifestation of Salomon's brand evolution from performance gear to lifestyle fashion. By choosing a location that physically incorporates an alleyway, the brand reinforces its narrative of exploration. The interior design avoids traditional retail sterility, opting instead for a spatial experience that feels authentic to its outdoor roots.
6Technical Specifications and Scope
Spanning 135 square meters, the project required precise architectural intervention to manage the semi-basement topography. The collaboration between kooo architects and Amer Sports Japan focused on material selection that complements the urban-outdoor hybrid theme. This technical approach ensures the store functions as both a commercial hub and a brand experience center.
7Contextual Relevance in Tokyo
Minami-Aoyama remains a critical hub for global brands seeking to establish a presence in Tokyo's competitive retail landscape. The project's completion in October 2026 highlights the ongoing trend of experiential retail design in Japan. By integrating the street into the store, Salomon differentiates itself from neighboring luxury boutiques in the same district.
8Future Implications for Retail
This project demonstrates how brands can leverage unconventional architectural features to enhance customer engagement. By transforming a semi-basement into an extension of the public alley, Salomon creates a destination rather than just a shop. This design strategy sets a precedent for how outdoor brands can successfully penetrate urban markets without losing their core identity.
Original article: ArchDaily Global — Salomon Opens New Retail Concept Store in Minami-Aoyama, Tokyo