Asa Iwakami

Independent VM and spatial design consultancy serving luxury clients globally. Develops global display guidelines and bespoke retail training programmes, and leads end-to-end concept creation, production oversight, and installation of window scenography and visual tools.

Defined and executed global VM strategy, translating brand DNA into cohesive physical experiences across all channels. Directed concept and production of windows, pop-ups, showroom environments, and event scenography, and oversaw rollout of seasonal toolkits and store openings across multiple regions.

Reported directly to Creative Director Daniel Lee during the brand's landmark creative transformation. Designed and produced innovative window campaigns, pop-up concepts, and fixture systems, and managed global production of display tools ensuring scalability and creative consistency across markets.

Served as the human expert benchmark for AI model training and evaluation, providing ground-truth judgments on luxury leather goods across visual, material, and provenance dimensions.

Localised and implemented Paris HQ VM strategies across 32 boutiques in Japan. Developed display tools subsequently adopted globally, including service and SLG presentation systems, and managed a team of 10 overseeing budgets, production, and installation of windows, pop-ups, and events.

Adapted Tokyo HQ creative direction to the UK retail environment for Dover Street Market. Planned and executed storewide display refreshes, window concepts, and staff training, and managed creative production and sourcing for events and pop-ups.

Earned a BA (Hons) in Fine Art from Tokyo Zokei University in 1992.