Japanese design house Nendo teams up with international fashion label BEIGE to create something much more than your average retail space, writes Sophia Watson.
November 24th, 2014
A concept store for international fashion house BEIGE – newly opened in the Tamagawa Takashimaya shopping centre in suburban Tokyo – has been crafted by minimalist heroes, Nendo, as a multifunctional space that would accommodate multiple uses; a shop for selling interior goods, a library space for book-lending and a gallery space for regular events and art exhibitions in addition to the main clothing retail space. It should come as no surprise to hear that consumer behaviour over the past year in particular has adopted a strong movement toward highly interactive and experiential brand environments. Users and
consumers are demanding much more than mere product – they are demanding experience, a story; something abstract and intangible beyond the product that they can connect with. The reason for this shift has largely been driven by clever retailers and executed by designers post-GFC, who came to the realisation that product alone was not enough to secure repeat, loyal customers. To curb this trend, many brands have been quick to establish ‘the brand experience’ to complement the product they supply. In the case of BEIGE for instance, complementing the fashion experience with engaging activities that pair well with the overall identity of the brand itself – such as the library and gallery space – encourages the targeted consumer to make a lasting connection with the brand beyond its merchandise. Nendo of course, created some stunning design solutions to realise these goals. “We considered a zoning approach with specific areas for the shop’s different elements,” explains Nendo, “then decided that subdividing the already small space any further would simply clutter it. To avoid this, we chose to stratify the space vertically instead.” BEIGE by Nendo should serve as a strong reference point for suppliers trying to recapture and strengthen their relationship with their market, and for designers creating solutions for their clients outside of just specifying product. Photography by Takumi Ota NENDO nendo.jp This article first appeared on Habitusliving.com
A searchable and comprehensive guide for specifying leading products and their suppliers
Keep up to date with the latest and greatest from our industry BFF's!
Journey alongside Australian designer Ross Didier as he introduces a new chapter in the magical folklore of his iconic FABLE Collection.
Sub-Zero and Wolf’s prestigious Kitchen Design Contest (KDC) has celebrated the very best in kitchen innovation and aesthetics for three decades now. Recognising premier kitchen design professionals from around the globe, the KDC facilitates innovation, style and functionality that pushes boundaries.
Channelling the enchanting ambience of the Caffè Greco in Rome, Budapest’s historic Gerbeaud, and Grossi Florentino in Melbourne, Ross Didier’s new collection evokes the designer’s affinity for café experience, while delivering refined seating for contemporary hospitality interiors.
Marylou Cafaro’s first trendjournal sparked a powerful, decades-long movement in joinery designs and finishes which eventually saw Australian design develop its independence and characteristic style. Now, polytec offers all-new insights into the future of Australian design.
As NGV’s top design curators, Simone LeAmon and Ewan McEoin have big dreams for the design sector. And they’re coming at it with energy and ambition.
In this new edition of The Indesign Edit, the founding and managing director of CULT, Richard Munao speaks about the importance of great design within the home-workplace as we take a look at the brand’s extraordinary offering of iconic furniture pieces.
The internet never sleeps! Here's the stuff you might have missed
Lacquered in warm timber tones and complemented by high-quality furniture and fixtures, the new HQ for Salta Properties is a home away from home.
Rounding up the movers and shakers across architecture and design in February 2024, including news from McGregor Coxall, Buchan and more.