Norwegian jewellery brand Tom Wood launches a 'Brutalist Sanctuary' flagship store in Aoyama, Tokyo, designed by Specific Generic

A flagship store for our ongoing partnership with Tom Wood is expanding its retail footprint, introducing the concept of 'Brutalist Sanctuary.’ This emphasizes the jewellery maker's ongoing commitment to providing a ceremonial shopping experience and utilizing authentic materials to ensure enduring quality. Through this initiative, Tom Wood aims to offer its local community a curated selection of timeless, desirable, and meaningful objects that will resonate for generations to come.

The Tokyo flagship, designed in collaboration with the Swedish design office Specific Generic is the Norwegian jewellery brand’s second retail store, following the success of its first standalone store in Oslo, also designed by Specific Generic. The Tokyo flagship serves as a testament to innovation and sustainable practices, curated as an elevated space that goes beyond consumer experience.

“During our discussions, we focused on the serene rawness of the space with its concrete walls, curved staircase and open ceiling. We wanted to emphasize these brutal elements, adding only highly functional display units to showcase the high-end jewellery. With the solitude of space and the natural light flooding in, the store offers a ceremonial and timeless experience - almost like a brutalist sanctuary.” Isabel Serrander, Creative Director at Specific Generic.

The new store is located in Aoyama's upscale shopping district and spans two floors within a building from the early 1990s. The store covers an area of 320 sqm. (3,445 sq.ft.) and features an interior design that reflects the brand's ethos and dedication to real materials and longevity, with a meticulous balance of planes, proportions, and textures.

The ground floor of the store has a spacious and uncluttered atmosphere. Floor-to-ceiling sliding glass walls divide the space displaying a selection of jewellery, some of which can only be found in the Tokyo flagship. A 9-meter-long wooden cashier desk with integrated jewellery cabinets stands in front of tall archive walls that function as storage and displays. Long-lasting materials are prioritized including aluminium, steel, glass and Kvadrat Really, made from up-cycled-end-of-life textiles, designed to be reused and fully circular. Unique custom furniture pieces are created by renowned industry designer Daisuke Yamamoto. Tom Wood's Flagship Store is located in Aoyama, Tokyo.