Palace Tokyo: Tri-Ferg fever

Saturday, November 3, the first Palace flagship store in Japan was inaugurated (the third largest venue, after London and New York). The clue that reveals the arrival of the English brand in the East? The lookbook, presented in September, for the FW18, shot by Juergen Teller around the Japanese capital, between the Trattoria Tsukiji Paradiso and the metro. Then, just in time for Halloween, came the announcement of the upcoming opening in Tokyo with a psychedelic video starring the decapitated head of Jonah Hill, one of the brand's most famous fans, accompanied, shortly after, by the teaser of a capsule collection to celebrate the event, with, included, a series of new items sold exclusively in the new location like the Mount Fuji hoodie or the robot tee.

Now, finally, the space in the Shibuya district is open and, thanks to Instagram, we can take a peek inside the new store. It is a two-story brick building with large windows that characterize the ceiling and the four sides of the structure, with a large neon sign depicting the Palace logo. Once inside, glass and marble cover every surface of the bright rooms, but it is another the distinctive element that, overbearing, invades every space, every architectural detail: the famous Tri-Ferg logo. The triangle created specifically for the Lev Tanju label by the legendary illustrator Fergadelic is a recurring one. It appears on the ceiling, it is the shape outlined by the staircase, by the exhibitors of the goods, but also by the store itself. Palace thus brings the concept of logo-mania to another level that from conscious and obvious ostentation passes to a more subtle, almost unconscious, way of capturing the attention and affirming the brand's identity. To complete the appeal of the store there is a minimalist arrangement of products, vidiwall and hanging skaterboards.