etro
Isetan Shinjuku – Tokyo
tokyo, japan
Concept Design
Detail Design
2023
A surreal garden of colour and symbols appears within the dense landscape of Shinjuku, transforming a department store corner into a fragment of Etro’s imagined world.
Etropia
At the heart of Isetan Shinjuku, the installation translates the universe of Etropìa into space—an imaginative narrative introduced by creative director Marco De Vincenzo. Conceived as a temporary retail environment, the project brings the dreamlike atmosphere of the collection into the physical world. Symbols, colour and pattern converge to create a small immersive landscape where fashion becomes a spatial experience.
A Garden of Symbols
The installation unfolds as a vibrant environment animated by oversized apples, the symbolic motif of the collection. Suspended between object and scenography, these elements construct a playful and surreal landscape that frames the accessories on display. Their shifting colours and changing scales transform the retail corner into a theatrical setting, where products emerge as protagonists within a fantastical composition.
A Temporary World
Designed as a pop-up environment within the department store, the space operates as a condensed narrative device. Visitors enter a short-lived world where architecture, fashion and storytelling merge into a single experience. Through colour, symbol and spatial rhythm, the installation translates Etro’s visual identity into a physical environment—an ephemeral landscape that briefly interrupts the everyday flow of the store.
