Chanel, Tokyo, Japan
Peter Marino
Part retail store, part television screen, the glass façade of the Chanel store in Tokyo's swanky Ginza district lights up the night sky with 700,000 embedded LEDs. This massive display can be programmed to show either the brand's signature black-and-white tweed pattern (think Chanel suit), or to project video of fashion-show footage and other images. The electronic mille-feuille can also transform from see-through to opaque, thanks to a combination of 3,675 square feet of canvas scrim and electronically controlled privacy glass.
In transparent mode, the structure offers clear views inside or outside. But what's neatly hidden is a complex system of 65,000 microcomputers that can process more than 32 trillion commands per second when the building transforms into a larger-than-life video billboard. The final effect is stunning showmanship in the name of a classic, yet hip and inventive fashion brand.
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