Reimagining a Tokyo classic
Nestled in Tokyo‘s Aoyama neighborhood, the flagship store for fashion brand Andersson Bell showcases how a showroom refines a 1993 concrete building with vivid colors and glossy surfaces. Local studio I IN, led by co-founders Yohei Terui and Hiromu Yuyama, embraced the building’s strong, exposed concrete structure as a canvas for a modern and vibrant design.
The vision: Bold contrast redefined
“Finding such a magnificent space in Tokyo is rare,” Terui explained, emphasizing the opportunity for a bold design approach. The studio’s vision was to create a space that harmonized with the building’s striking architecture rather than compete with it. “The idea was to translate the brand’s identity of ‘contrast’ into space design,” Terui noted as the renovation transforms its surroundings.
A journey through color
To infuse the space with warmth, I IN introduced a palette of saturated reds, oranges, and yellows across the three levels of the 309-square-meter store. The journey begins with the brand’s signature red, visible through the front window. As visitors ascend, the colors transition from red to orange and finally to yellow, creating a dynamic and immersive experience. This progression is part of how the showroom redefines the visitor’s experience.
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Sculptural elements and seamless integration
I IN juxtaposed the rugged concrete with sleek, glossy finishes, including mirrored details, glass floors, and steel pipes that appear to pierce the structure. Custom-made furniture further integrates with the architecture, designed to be an intrinsic part of the space rather than standalone elements. In this way, the interior evolves from a mere retail space into an art piece.
Fusing past and present
The deliberate use of pipes “extending through the architecture” and lacquered surfaces crafts a sense of continuity, merging the existing building with innovative design elements. Terui stated, “We followed the same idea of creating a bold presence, taking inspiration from the powerful character and scale of the existing architecture.”
A legacy of transformative design
I IN continues to make its mark with projects like a tile-clad store for Nigo’s Human Made and a glossy purple lounge at Matsuya Ginza, showcasing their ability to transform spaces with bold aesthetics. As the flagship redefines the traditional into the modern, capturing the essence of their designs, photographer Tomooki Kengaku provides a vivid visual narrative.
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Source: dezeen.com
Frequently asked questions
How does the Andersson Bell store integrate color in its design?
The store uses a palette of saturated reds, oranges, and yellows across its three levels. The design begins with the brand’s signature red visible through the front window and transitions to orange and yellow as visitors ascend, creating a dynamic experience.
What architectural style is featured in the Tokyo store?
The store features a brutalist architectural style with a strong, exposed concrete structure. This style serves as a canvas for modern and vibrant design elements.
What is unique about the furniture in the store?
Custom-made furniture is designed to integrate seamlessly with the architecture, appearing as an intrinsic part of the space rather than standalone elements. This integration helps transform the interior from a retail space into an art piece.