Beginning with the design of the top and bottom uniforms for POINTTWOFIVESECOND(025S), developed the brand’s overall visual direction.

At the Omotesando store, we viewed the employees who interact most closely with customers not simply as staff, but as mediators conveying the stories behind each fragrance and the attitude of the brand. The silhouettes and details of the uniforms were designed to preserve the brand’s essence while establishing a distinct presence and visual weight within the space. Building on this approach, we developed a visual concept in which the employees walk through the everyday setting of the store as though it were a runway.

Their movements and manner of presenting each fragrance were directed to become a brand image in their own right, connecting the products, space, and people into a consistent brand experience that extends throughout the store.