Inside the Seibu Shibuya department store in Tokyo, Nendo has recently completed the interior redesign of the ‘key to style’ fashion floor and the ‘hat cloud’ floor dedicated to millinery. The hat department is located in a slightly secluded area, with several beams protruding from one section of the ceiling. The renovation of the women’s hat department saw the redesign adapting to the irregularly positioned colu
mns. In response, a cloud-like floor plan was established within the intimate area with varying ceilings heights.
Each individual hats have been displayed like small ‘umbrellas’.
The selection of hats are displayed against pastel pink walls; each one propped up by a handle to form a dynamic wall of umbrellas which wrap around the reflective seating area.
Pink, browns and wood are used to create a cozy and intimate environment.
Having already designed a previous level in 2013 influenced by a European park, a similar playful element was kept in the retail design of the key to style floor. Composed of a monotone color scheme, the concept of the interiors was to instill an image of a mobile amusement park.
Into the ‘key to style’ department.
This has been illustrated by having circus tents as sales areas, canopies on the walls to form market stalls and having vividly patterned surfaces throughout.
The concept of this floor is to resemble a circus.
The accessibility of the overall space was improved by organising a diagonal and cross passages to lead people directly into the area of sales.
Zig zag and stripes are the patterns used throughout.
The design of the sales area is influenced by circus tents.
The combinations of colors, textures and materials have created a playful setting for the fashion.
Republished under creative commons licence. All images copyright Takumi Ota.
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