INTERIOR STYLING

BEAMS TAKAMATSU

RETAIL / Takamatsu Kagawa, 2007

BEAMS men's stores are for men of many age groups. One such store opened anew in one of the Tenmaya department stores popular in the Chugoku and Shikoku regions of Japan. This shop is in a good highly visible location of the department store where there is tough competition between surrounding shops. However, the 1st and 2nd floor sales areas that were given to BEAMS make a complicated sharp turn and customers tended not to venture there. Therefore, the biggest question was how to turn the weakness of what we may call dead space into a strength. In the drafting stage, Jamo familiarized itself with the branding direction and target consumers for each section and gave the dead space a strong design, thus turning the poor visibility into a way to increase foot traffic by creating a heightened sense of adventure in exploring the store. Boundaries were made more permeable between areas such as those where couples shop casually and those where gentlemen can find finely tailored clothing, etc. In doing so, the store has both a greater sense of coherence and also offers shoppers the feeling of an enjoyable excursion.

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幅広い年齢層に指示されているBEAMSメンズショップが、中国・四国地方を代表する百貨店「天満屋」に新しくオープン。周辺施設との競合が激しいこのエリアは人々の目につく好立地だが、与えられた1,2Fの売り場区画は、複雑にクランクした見通しと回遊性の悪い場所であった。よって、デメリットを、どうメリットに変えるかが最大の課題であった。平面計画の段階で各セクションのブランディングの方向性や顧客層を熟知することで、エリアのデメリットともいえる死角は世界観の演出の場所、見通しの悪さは回遊性を高める遊びのある動線として捉えて設計を進めた。カップルでカジュアルにショッピングが楽しめるコーナーや、ハイグレードな雰囲気で紳士服を選ぶことができるコーナーという、異なる世界観をあいまいな境界線でつなぐことで、ひとつのショップとしての統一感と、新鮮で楽しい回遊性をもつショップとなった。

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