# Spy-Inspired Menswear Shops The Thom Browne Store by Wonderwall is Cleverly Hidden By Jana Pijak | Published 2013-03-29 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/thom-browne-store-by-wonderwall References: [frameweb](http://www.frameweb.com/news/thom-browne-store-by-wonderwall) & [wonder-wall](http://wonder-wall.com/) The [Thom Browne Store](https://www.trendhunter.com/trends/high-winter) by Wonderwall is located in the heart of Tokyo. The [hidden menswear shop](https://www.trendhunter.com/trends/stffa) features a vast blank facade with one narrow door that leads to its interior. Though seemingly ambiguous, the American designer's first retail space outside the US proves to be as daring as his clothes. Known for his elaborately disguised runway presentations, Browne teams up with Masamichi Katayama of Wonderwall to infuse this Tokyo shop with a flavor of his signature style. The Thom Browne Store by Wonderwall features a deceiving facade that is simplistic and non-revealing. This [minimalist approach to the shop's exterior](https://www.trendhunter.com/trends/retail-environment) is juxtaposed with its vast interior spaces that feature similar clinical details of office furniture along with some subtle clothing displays. Monochromatic marbles and glass partitions exude elegance wile a system of internal blinds give this shop a mysterious and secretive air. ## Trend Insights (Trend Hunter) - Score: 1.2/10 - Popularity: 16% | Activity: 12% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) > [Design](https://www.trendhunter.com/design) ## Key Themes ### What Makes This Trend Stand Out - **Hidden Retail Spaces:** The Thom Browne Store's concealed entrance demonstrates the trend of hidden retail spaces, creating an element of surprise for customers. - **Minimalist Store Facades:** The simplistic and non-revealing exterior of the Thom Browne Store highlights the trend of minimalist store facades, emphasizing clean and uncluttered design. - **Disguised Runway Presentations:** Thom Browne's collaboration with Wonderwall showcases the trend of disguised runway presentations, creating an immersive brand experience for customers. ### Sectors Adopting This - **Fashion Retail:** The Thom Browne Store's unique design presents disruptive innovation opportunities in the fashion retail industry, encouraging brands to think outside the box when it comes to store concepts. - **Interior Design:** Wonderwall's collaboration with Thom Browne demonstrates the potential for disruptive innovation in the interior design industry, where hidden and minimalist design elements can create a memorable customer experience. - **Architecture:** The Thom Browne Store by Wonderwall inspires disruptive innovation in the architecture industry, highlighting the impact of concealed entrances and mysterious atmospheres on retail spaces. ## Related on Trend Hunter - [Unique Concept Clothing Stores](https://www.trendhunter.com/trends/base-store.md) - [Japan-Expansive Physical Fashion Stores](https://www.trendhunter.com/trends/studio-nicholson-4.md) - [Slick Monochromatic Retail Boutiques](https://www.trendhunter.com/trends/tom-ford-boutique.md) - [Red-Hued Store Interiors](https://www.trendhunter.com/trends/road-to-awe.md) - [Minimally Designed Fashion Boutiques](https://www.trendhunter.com/trends/burberry-store.md) - [Conceptual Retail Spaces](https://www.trendhunter.com/trends/ader-error-tokyo-space.md) - [texturally artistic fashion stores](https://www.trendhunter.com/trends/acne-studios-flagship-stores.md) - [Staircase-Centric Flagship Stores](https://www.trendhunter.com/trends/toteme-beijing.md) - [Minimally Designed Store Openings](https://www.trendhunter.com/trends/selfportrait-store.md)