Beige Concept Store

The design agency Nendo has created yet another retail space for the Japanese label, Beige. In addition to clothing, this concept store located in  Tamagawa Takashimaya was also intended to sell interior goods, hold books for lending, and even turned into a gallery space for events and art exhibitions.

Maintaining the brand's minimalist direction, Nendo cleverly optimizes the already tiny space, zoning it vertically: library on top, clothing in the center and display gallery at the base. A 7.5mm beam installed at 2.05 meters above the floor serves as an attic-like shelf for the library of books, with magnetic bookends that keep them in place. Clothes and bags placed on hangers freely located around the store while low plinths serve as fixtures for display or for customers to step on and reach the clothes and books at the height of the beam.

What a simple yet clever detail that takes the customer's journey over the multiple levels. Its intentionally clean and pure finishes let the products and the activities stand out in the space. The space, though designed for the specific retail needs of the brand, manages to achieve a unique and flexible customer experience in a very simple concept.

Photography courtesy of Takumi Ota.

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