Isabel Marant Debuts Sculptural Yellow House Flagship in Tokyo Aoyama

The new ISABEL MARANT flagship in Tokyo Aoyama is more than a boutique. It is a bright, sculptural “Yellow House” created with artist Yutaka Sone, transforming volcanic obsidian research into an unmissable urban artwork. With its vivid yellow facade and obsidian-inspired geometry, the store reframes retail as an experience. Fashion, architecture, and contemporary art share the same stage.

The Yellow House

Located at 5-9-8 Minami-Aoyama, Minato-ku, Tokyo, the flagship, nicknamed “Yellow House”, spans around 200 square meters. It gives ISABEL MARANT room to stage her full universe of women’s and men’s ready-to-wear, accessories, and the MARANT ÉTOILE line. The facade, designed with Yutaka Sone, draws directly from his “Power of Ten” and “Obsidian” series. There, the artist studied the inner structure of volcanic glass to generate new sculptural forms.

Here, that research becomes a jagged, faceted yellow volume. It feels part rock formation, part cartoon house, an object that stands out amid Aoyama’s sleek architecture. It instantly announces the brand’s presence. At night, the saturated color and irregular planes turn the building into a glowing, photogenic landmark. It invites passersby to step inside.

Inside: Fashion and Art in Dialogue

The interior continues this art-meets-fashion conversation with sculptural displays, hand-carved wooden fixtures, and fluffy Berber sofas. These are arranged as if they were elements in an installation rather than standard retail furniture. ISABEL MARANT plays with the space as she would play with her own clothes. She cuts patches from the ceiling like pattern pieces and scatters vibrant obsidian-like stones throughout the store. 

A custom terrazzo floor, designed by ISABEL MARANT herself, is dotted with natural stones and glass fragments. It brings traces of nature into the urban setting and subtly echoes the obsidian story underfoot. The mood is exploratory: customers move through an environment that feels part gallery, part apartment, reflecting Marant’s effortless Parisian style. This is elevated through Sone’s avant-garde vision.

Full Brand Universe Under One Yellow Roof

The Aoyama flagship carries the brand’s full offer: womenswear, menswear, the ISABEL MARANT ÉTOILE line, plus shoes, bags, and accessories. Shoppers can find signature pieces such as relaxed dresses, slouchy tailoring, the Oskan Moon bag, and the Balskee wedge sneakers, all presented within a layout that encourages wandering rather than straight line browsing.

When Retail Becomes Urban Sculpture

For Tokyo, the Yellow House adds another cultural stop to Aoyama’s design-rich streets; for ISABEL MARANT, it is a three dimensional expression of the brand’s long held belief that clothes, spaces, and art should all feel lived in, joyful, and a bit offbeat.