London brand ISSA has opened its world's first concept store on the second floor of Roppongi Hills' West Walk, celebrating its 10th anniversary.

The brand gained instant recognition in Japan when Catherine, Duchess of Cambridge, wore a dress from the brand at her engagement press conference. While the brand's first exclusive store opened at the Mitsukoshi Ginza department store in March last year, this is its first concept store.

The store's floor space is approximately 56 square meters. The marble wall in the window is adorned with brass objects that resemble the sun. Inside, the store offers not only popular everyday dresses, but also a wide selection of evening dresses, in keeping with the Roppongi location. A wide range of products, including handbags and accessories, are also available.

The new Spring/Summer 2013 collection is inspired by the Garden of Eden. The brightly colored prints, created by Brazilian designer Daniella Issa Helayal herself, feature motifs of colorful flowers shining in the sun, tropical fruits, tigers, and birds. The long dresses are elegantly designed using chiffon and satin. In addition to the long-selling jersey dresses, knit dresses are gaining popularity as new staples.

The store is positioned as a base for communicating the brand's worldview, promoting it to Asia and serving as a catalyst for future expansion in Asia. While continuing to place emphasis on the Asian and Middle Eastern markets, the brand plans to open stores around the world as a lifestyle brand, with a flagship store opening in October in the designer's home country of Brazil.