BEIGE, Matsuzakaya Nagoya

shop Nagoya

2012.03

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.

由日本服装公司Onward Kashiyama推出的新女装品牌BEIGE的店铺设计。该品牌的概念和名称来源于纺织纤维染色前的天然色彩，代表了其提供简单实用的女性设计的理念，同时以一定的俏皮精神汲取其材料的魅力。我们希望将相同的理念融入到店铺设计中，因此使用了三个标准元素 - 建筑和内部框架中使用的C形梁结构钢，隐藏它们的墙壁以及最后添加以遮盖凝视的窗帘 - 但是上翘他们平时的关系。一个框架区域独立于空间，被窗帘轻轻地遮住，白色的墙壁为窗帘提供光线。袋子的吊架杆，灯具，躯干和架子可以自由地添加到框架中，并通过重新定位来灵活地重新配置商店的空间。该设计以简单的方式使用普通材料以提供强大的功能，并且“重新洗牌”材料之间关系的想法所固有的俏皮性有效地汲取了它们的魅力。