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.