Goldwin Unveils European Flagship Store in London's Trendy Soho
LONDON — Goldwin, the Tokyo-based sportswear and outdoor brand, has officially opened its European flagship store in the heart of London's trendy Soho district. This new location, spanning 1,830 square feet, marks the second directly managed store in Europe for the Goldwin Inc. brand. The store's unique design, crafted by New Material Research Laboratory, is inspired by the concept of the 'eye of a vortex,' creating a captivating experience amidst the bustling city.
The centerpiece of the store is a ring-shaped structure called a yashiro, which translates to 'shrine' or 'sanctuary' in Japanese. This yashiro serves as a versatile stage to showcase the brand's diverse product range, including ski, outdoor, athletic, and lifestyle wear, as well as accessories and bags. Twelve LED screens display nature footage and artist videos, while rows of Akita cedar pillars inside the store are designed to provide a calming atmosphere for visitors.
The fitting rooms feature walls adorned with panels made from traditional Japanese fabric, dyed using silk threads treated with persimmon tannin, resulting in a subtle cherry-blossom hue. This attention to detail reflects Goldwin's commitment to blending Japanese craftsmanship with modern design.
Goldwin's presence in the U.K. market is not new. The brand has been investing in the region for almost a decade, providing apparel for the British Alpine National Team and collaborating with local fashion brands like Baracuta and J.L-A.L. The launch of Goldwin London is part of the company's ambitious 'Goldwin 500' plan, aiming to drive global growth and expand its presence in China by 2033.
Founded in 1951, Goldwin initially focused on knit fabric manufacturing and later transitioned into a high-performance apparel company. Today, the brand offers a wide range of products, catering to various outdoor activities, sports, and lifestyle needs.
Shinji Kawada, President of Goldwin's U.K. subsidiary, emphasized the store's role as a platform to broadcast the brand's worldview, technology, and aesthetics. He believes that this European flagship will contribute to the brand's global strategy and enhance its recognition in Europe and the U.K. by fostering a deeper connection with the local community.
