After months of anticipation, State of Escape proudly opened the doors to its first flagship store in Tokyo Midtown Hibiya—a defining milestone for the brand and a new home for our growing global community.
Co-founders Brigitte MacGowan and Desley Maidment travelled to Tokyo for the opening, welcoming customers, adding the final touches, and celebrating this exciting new chapter. Go behind the scenes of our first flagship store.
First glimpse: arrival at the store
Arriving late the night before, we woke with a mix of excitement and anticipation. It had been almost eight months since we'd last seen the space in person. Since then, every decision had been made across countless emails and video calls, so finally stepping through the doors felt surreal.
Our Japanese team welcomed us at the entrance, and we were immediately blown away. Their attention to detail, craftsmanship and unwavering dedication to the brand was evident in every corner. A striking Australian ficus tree and oversized skylight anchor the space, creating an immediate sense of warmth, while slender stainless steel shelving and textured stucco walls provide quiet contrast, allowing each collection to take centre stage.
With just 24 hours until the VIP opening, we got straight to work, selecting the product assortment and styling each display to tell the story of every bag, its colour and the lifestyle it represents. A suitcase of collected objects, sourced from antique stores, design studios and Brigitte's local bookstore, was woven throughout the store to bring texture, personality and a sense of discovery.
With just 24 hours until the VIP opening, we got straight to work, selecting the product assortment and styling each display to tell the story of every bag, its colour and the lifestyle it represents. A suitcase of collected objects, sourced from antique stores, design studios and Brigitte's local bookstore, was woven throughout the store to bring texture, personality and a sense of discovery.
The team
One of the highlights of the trip was finally meeting our store team in person. Ahead of the opening, we spent time sharing the story behind each collection and preparing for the customer experience we wanted to create.
Wearing custom-designed uniforms made exclusively for the flagship, the team's warmth, attention to detail, and love for the brand shone through which was very touching.
The team
One of the highlights of the trip was finally meeting our store team in person. Ahead of the opening, we spent time sharing the story behind each collection and preparing for the customer experience we wanted to create.
Wearing custom-designed uniforms made exclusively for the flagship, the team's warmth, attention to detail, and love for the brand shone through which was very touching.
Opening celebrations
The incredible artisans from @fern_tokyo transformed the store into a living oasis. Enormous smoketree branches framed the windows, and we watched in awe as each arrangement came together with remarkable artistry. In Japan, these displays symbolise prosperity and serve as an auspicious welcome, inviting good fortune and customers into the space.
Opening celebrations
The incredible artisans from @fern_tokyo transformed the store into a living oasis. Enormous smoketree branches framed the windows, and we watched in awe as each arrangement came together with remarkable artistry. In Japan, these displays symbolise prosperity and serve as an auspicious welcome, inviting good fortune and customers into the space.
Our customers
One of the best parts of the store opening was meeting so many of our customers. We loved hearing the stories behind the bags they already own, where in the world they discovered State of Escape, and which styles they reach for time and time again. It was incredibly special to meet the people who carry our bags every day. Those conversations were full of warmth, inspiration and a wonderful reminder of why we do what we do.
Our customers
One of the best parts of the store opening was meeting so many of our customers. We loved hearing the stories behind the bags they already own, where in the world they discovered State of Escape, and which styles they reach for time and time again. It was incredibly special to meet the people who carry our bags every day. Those conversations were full of warmth, inspiration and a wonderful reminder of why we do what we do.
Memories made
Our relationship with Japan began more than 10 years ago with a chance encounter in New York. Mikiko first discovered State of Escape when she spotted one of our bags on the arm of a friend at a flea market in New York. She asked where it was from and, by complete coincidence, Brigitte was in New York on her way home from a family holiday. We arranged to meet, and as they say, the rest is history.
Memories made
Our relationship with Japan began more than 10 years ago with a chance encounter in New York. Mikiko first discovered State of Escape when she spotted one of our bags on the arm of a friend at a flea market in New York. She asked where it was from and, by complete coincidence, Brigitte was in New York on her way home from a family holiday. We arranged to meet, and as they say, the rest is history.
- More than a decade later, there is a genuine warmth and familiarity between us. The opening of our flagship wasn't just a milestone for State of Escape—it was a celebration for everyone who has been part of the journey. Seeing so many of our Japanese colleagues, both past and present, come together to celebrate was incredibly special. It's a wonderful reminder that the best business partnerships are built on trust, shared values and, over time, lasting friendships.
- More than a decade later, there is a genuine warmth and familiarity between us. The opening of our flagship wasn't just a milestone for State of Escape—it was a celebration for everyone who has been part of the journey. Seeing so many of our Japanese colleagues, both past and present, come together to celebrate was incredibly special. It's a wonderful reminder that the best business partnerships are built on trust, shared values and, over time, lasting friendships.
The hospitality
The hospitality in Japan is unlike anywhere else. The morning after the opening, we were back at the hotel business planning when the team somehow discovered we'd just opened our flagship nearby. The next thing we knew we had a coffee arrive with our SOE logo stencilled on top, complete with a tiny koala on the handle and a handwritten note congratulating us. It was such an unexpected gesture and completely made our stay.
To top it off, one of the hotel team showed us photos of her own State of Escape bag and told us how much she loved it. It's these small, thoughtful moments and genuine connections that make every trip to Japan so special.
No trip to Japan is complete without sharing many meals together. Food is one of our greatest loves, and our Japanese partners never fail to introduce us to places we would never have found on our own. Every restaurant has its own story, every dish is beautifully considered, and every ingredient is treated with such respect.
So much conversation and laughter happens, as well as reflection. This time, a meal at the incredible restaurant @restaurant_chifu was the perfect way to celebrate the opening—reflecting on how far we've come together, while getting excited about everything still to come.
The hospitality
The hospitality in Japan is unlike anywhere else. The morning after the opening, we were back at the hotel business planning when the team somehow discovered we'd just opened our flagship nearby. The next thing we knew we had a coffee arrive with our SOE logo stencilled on top, complete with a tiny koala on the handle and a handwritten note congratulating us. It was such an unexpected gesture and completely made our stay.
To top it off, one of the hotel team showed us photos of her own State of Escape bag and told us how much she loved it. It's these small, thoughtful moments and genuine connections that make every trip to Japan so special.
No trip to Japan is complete without sharing many meals together. Food is one of our greatest loves, and our Japanese partners never fail to introduce us to places we would never have found on our own. Every restaurant has its own story, every dish is beautifully considered, and every ingredient is treated with such respect.
So much conversation and laughter happens, as well as reflection. This time, a meal at the incredible restaurant @restaurant_chifu was the perfect way to celebrate the opening—reflecting on how far we've come together, while getting excited about everything still to come.