The shop design for a new women’s clothing brand, BEIGE, to be launched by Japanese apparel corporation Onward Kashiyama. The brand’s concept and name come from the natural color of textile fibers before they are dyed, and represent its philosophy of offering women designs that are simple and functional yet draw out the charm of their materials with a certain playful spirit.
We wanted to bring this same philosophy into the shop design, so used three standard elements – the c-beam structural steel used in architectural and interior frames, the walls that hide them and the curtains that are added last to obscure the gaze – but upturned their usual relationship. A framed area stands alone in space, gently cloaked by curtains, and the white walls exist to provide light for the curtains. Hanger rods, light fixtures, torsos and shelves for bags can be freely added to the frame and the shop’s space flexibly reconfigured by repositioning them. The design uses ordinary materials in a simple way to offer great functionality, and the playfulness inherent in the idea of ‘reshuffling’ the relationship between the materials effectively draws out their charm.
Place: ISETAN, department store / Tokyo Japan
Photographer : Masaya Yoshimura