RUCOLINE, the Italian sneaker brand celebrating its 30th anniversary next year, has renovated its flagship store on Ginza Namiki-dori. The store design was produced by art director Tetsuya Chihara (CEO of Lemon Life), whose work spans magazine and advertising graphics, music videos, and product design. The rebranding began in Tokyo ahead of Italy, with the store also featuring a new logo designed by Chihara. Inside the store, new sneakers were presented alongside black costumes designed by Chihara, elevating the brand's image from its traditional status as a comfort shoe to one of luxury. This fall/winter season's new offerings feature a contrast between shiny high-tech materials and matte leather, while the interior, dominated by black tones like washi paper, lacquer, and stone, combine traditional Italian and Japanese materials and techniques. Text: Tatsuya Noda