Nendo's touch-ups to two departments of the Seibu Shibuya store
It seems that the Nendo team cannot rest; only one month has passed from the year and we have already seen the release of some impressive projects from the studio. The Japanese masters are carrying on their multidisciplinary approach and after a few product designs, they came up with a larger scale interior design project. They were tasked with the complete redesign of two important departments of the Seibu Shibuya store, a task where they had to create something extraordinary yet fitting with the already existing visual language and conceptual approach.
The “key to style” section is situated on the third floor, and basically covers the women’s zone, the section that is strategically the key department of any multi brand store. The area is adjacent to the already existing COMPOLUX floor, the selection focusing on more trend-led, youth-oriented goods. The area was designed by Nendo back in 2013, so it was an obvious choice to follow the same concept and reinterpret it for a slightly different space and use. Since COMPOLUX was inspired by a cozy European park, Nendo continued on the track of the recreational theme, and created a “mobile amusement park”.
Of course while doing so, they remained faithful to their signature minimalist style. In order to keep away from an explosion of colours and forms, the space is kept monochrome. To bring is some sort of movement, the ceiling was painted blue, and wooden elements soften the cold, distant impression. Rather than by colouring, amusement parks are recalled in the staging of the products: the sales area is inspired by a circus tent, where goods are displayed like in market stalls, while fixtures at the accessories area recall wagons. To keep the new section visually cohesive with the COMPOLUX area, the same herringbone flooring is repeated with a different colour scheme.
The hat floor was conceived with a different core idea in mind, as the name "hat cloud" already suggests. The interior design was mostly shaped by the restraints of the space, the facts that it is located on the 2nd floor in a slightly secluded area, and that there are beams protruding from one section of the ceiling. Nendo started from these givens and set out to utilize what they had. Irregularly placed cylindrical structures distract attention from the uneven surfaces and create an interesting 3D experience. The cylinders work as clouds enveloping the buyers, and this natural metaphor is further developed by the display design of the products. Hats are placed on newly mounted stands resembling umbrellas, bringing in an unexpected yet playful touch to the otherwise modest atmosphere.
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