B&B Italia sets up shop in a stylish Tokyo neighborhood.
The contemporary furnishings brand B&B Italia (bebitalia.com) has rolled out the welcome mat in Tokyo’s Aoyama district, an area known for high-end shopping and restaurants. Opened in February, the Italian company’s roughly 9,700-square-foot showroom occupies a structure’s first and third floors, both of which are anchored by vignettes for the living and dining rooms and the bedroom.
The first floor’s storefront serves as a window display, where chairs, tables, and other pieces are exhibited for passersby. Farther inside, the floor opens to embrace a mix of spaces that flow naturally, one into the next, and showcase the company’s collections—including Maxalto, designed and coordinated by the Italian architect and furniture designer Antonio Citterio. Wood and stone elements form the aesthetic backdrop on this level, which was styled to be the shop’s central zone, where events will be held.
The atmosphere changes slightly on the third floor. Rooms are more distinct, separated into areas that highlight the company’s range—from a living room with a mustard-yellow sofa and geometric-patterned black-and-white pillows to a more subdued setup with neat gray furniture.
B&B Italia says the showroom, opened with operating partner Progetto 81, marks an important step in boosting the brand’s presence in Japan.