In 2000, Matsuya Ginza shifted its central image from lifestyle design to fashion. It installed major international fashion brands, with a Louis Vuitton brand shop on the corner. In order to accommodate all of the brands, it needed to overhaul its identity.

The Beginning of Matsuya's Signature Non-Color: White

This marked a complete switch for Matsuya: it swapped its traditional corporate blue for white. From the building's exterior to its interior, signage and shopping bags, the new look entrusted everything to the color white; white was now to communicate the department store's high quality environment and scope, its modernity and its dignity. We even developed a white textured paper for the unique, branded wrapping paper that is an integral part of the brand communication toolbox of Japanese department stores.