Fashion Meets Architecture
The CHARLES & KEITH Shibuya Flagship Store
CLIENT
CHARLES & KEITH
PROJECT
Flagship Store Film
CREATIVE & PRODUCTION
Film direction and production, cinematography, and script development support
WATCH THE FILM
THE BRIEF
Bringing a Flagship Store to Life on Film
Created in collaboration with David Chipperfield Architects Milan, the CHARLES & KEITH Shibuya flagship was conceived as a sculptural retail environment in the heart of Shibuya Center-Gai.
The two-storey space brings together textured lime-based plaster, semi-polished stone floors, pink resin niches and adaptable display elements to express the brand through architecture, material and form.
Our task was to create a film that captured more than the finished store. It needed to reveal the thinking, craftsmanship and transformation behind the space, while presenting the flagship as an important expression of the brand’s continued global evolution.
THE APPROACH
Following the Transformation
Production took place over multiple shooting days throughout construction, fit-out and completion.
We returned at key stages to document the space taking shape, from unfinished architectural surfaces through to the installation of materials, fixtures, lighting and products.
We also filmed the project architect visiting the store, providing a direct connection between the original design intent and its physical realisation.
Careful planning was required to maintain visual continuity while working around changing construction schedules, site access and the evolving condition of the space.
FILMING
A Precise Architectural Language
The camera approach was designed to reflect the architecture itself: controlled, measured and precise.
Wide, smooth movements revealed the store’s geometry, architectural lines and relationship between its two floors. Close details brought attention to the contrast between rough plaster, polished stone, resin, metal and the carefully finished display elements.
Filming at different times of day allowed us to capture how light changed the atmosphere of the interior, while exterior sequences placed the restrained elegance of the store within the movement, colour and energy of Shibuya.
POST PRODUCTION
Shaping the Story
Alongside the visual production, we worked with the client to finalise the narration script and strengthen the relationship between the voiceover and the imagery.
The story was structured to communicate the collaboration, architectural thinking and material qualities of the space clearly, without losing the pace and visual impact required of a global brand film.
THE RESULT
From Construction Site to Brand Experience
The finished film follows the transformation of the flagship from an active construction site into a complete retail environment.
It presents the store not simply as a new location, but as an architectural expression of CHARLES & KEITH’s identity, combining minimalist elegance, material detail and a distinctive sense of place in central Tokyo.
