Nendo Designs New Women’s Fashion & Hat Floor for Seibu Shibuya in Japan.

Japanese studio Nendo have revamped the women’s fashion floor and millinery section at Seibu Shibuya department store in Tokyo.

For the first zone – known as Key to Style – the studio built on the European park theme it previously used to style another women’s clothing area at the store. The greyscale herringbone-patterned floor in the adjacent building extends halfway onto the bridge, so a reinterpretation as less regimented rows of zig zags continues into the new space. Turquoise paint was applied liberally, covering the ceilings and structural elements. This is paired with wood, black and white display stands, and decorative elements. The design of the sales area is inspired by a circus tent, and the collection of the brands are arranged to give the impression of market stalls. The fixtures of the accessory floor were inspired by wagons.

Nendo took a different approach in the hat department on the floor below, using cylindrical structures across the ceiling to hide uneven surfaces created by protruding beams. The circular elements are designed to look like clouds above the display areas, where hats are displayed on umbrella-like stands projecting from dusty-pink walls. “Since hats help avoid the sunlight and protects the head, there is no out of place feeling with the image of an umbrella,” explains Nendo.

Related Post: Akio Hirata’s Exhibition Of Hats By Nendo | Tokyo, Japan.

[Images courtesy of Nendo. Photography by Takumi Ota, Masaya Yoshimura/ COMPOLUX.]