Accommodating the strong presence of the brand in Japan, Graff Diamonds opened two flagships in Tokyo and Osaka. The flagship store in Tokyo, located in the prestigious area of Ginza, offers a new vision of the Graff world. 

Located in the most prestigious area in Tokyo, the store enlightens the street of Ginza through the all-glass facade that reveals a shimmering veil. The two floors boutique is visible through the 10 meters-high silvery mesh. The curved shape metallic curtain surrounds the facade like a rhythm and highlights the different jewellery collections presented in elegant floating showcases. 

Entering the boutique, the space reveals an atmosphere that emanates a sense of clarity and serenity. The soft light and pure white palette of delicate light shade enable the customer to focus on the Graff jewells. The ground floor, dedicated to bridal is open and bright, its high ceiling is inspiring, inviting to discover the different spaces within the boutique. The rooms are composed like paintings with different layers, light, transparent surfaces, framed displays to perfectly focus on the creations. The complex apparent simplicity echoes the sophistication of the jewelry. 

The different collections are carefully placed in unique displays: the center bridal stage in a cone shape like the claws of a diamond ring, holding the elegant display of glowing lights, highlighting the collections. A series of salons, private alcoves, rhythms the path of the boutique, a choreography of discoveries between the enchantment of the jewellery and the inspiring surroundings. 

The double-height ceiling opens-up to a large salon framed by the shimmering curved curtain of the facade, a warm and soft light emanates from the metallic fabric. An iconic feature of the boutique is the sculptural stair, a " tour de force" of wood and light. A twisted spiral, free-standing in the middle of the void that leads to the upper floor. 

The second floor is an awe to the Graff high-jewelry collections: the signature green of Graff is re-interpreted in a combination of reflective-green stone, and soft green-silk covering. The different salons and display counters in pristine white, rhythm the room. The eyes are attracted by the infinity effect of the mirror wall, highlighted by a sculpture by Junko Mori.