Nendo have just completed another interior project - this time it's a concept shop in Okayama, Japan for high-volume men's suit retailer Haruyama.
"Haruyama offers its customers a dizzying number of options for suits, shirts and ties. Variety of choice is one of Haruyama's strengths, but customers can also be overwhelmed by the number of options, and find it difficult to choose the best matches for their suit." Nendo say.
And on top of this, accompanying families can get bored with all the shopping, so the overall atmosphere isn't always as conducive to relaxed, pleasant browsing and buying as Haruyama would like.
To address this, Nendo's design team firstly made the decision to move the fitting rooms from the edge of the shop floor to its centre:
"We used the front exterior walls of the fitting rooms as showcases for different ways of coordinating the suits, and installed a counter with magazines and television for friends and families. Matchable accessories are arrayed around the area, making it into a focal point where shoppers can develop an image of the suit they'd like to have."
We also like Nendo's use of lighting in this project; incorporating lighting reminiscent of desk lamps. In fact, this 'office' theme can be seen throughout which is a nice play on the reality that most suits are worn to the office.
Shelving in the style of office storage units creates the right scene, posters were replaced with LCD screens, and the sales area for shirts has been transformed into a server room.
Shoppers make their purchases at a 'reception desk', and lounge and conference room-type spaces help shoppers to imagine their own work styles as they select their suit.
All in all, the space reflects Haruyama's brand concept, that men should define and enjoy their personal working style.
Even the outside of the store has been given a new twist:
"We used louvers that change colour depending on the angle from which they're viewed for the shop exterior, so that the image of the shop varies, depending on the direction from which drivers approach."
Photography Masaya Yoshimura.