INTERIOR STYLING

Demi-Luxe BEAMS GINZA

RETAIL / Ginza Tokyo, 2012

BEAMS opened the flagship of their “Demi-Luxe” stores in March 2012 across the street from their renovated BEAMS Ginza store. The 3-story shop (from 1st basement to 2nd floor) was organized as a “modern villa” with each floor designed as the “home’s” grand entrance, living room and closet. The concept is expressed without explicit scenography or specially fabricated store fixtures. Rather, as when renovating an actual old home, antiques and contemporary furniture are used side by side with the resulting “differences in temperature” creating a space where visitors can get a sense of the person living there and what his or her likes may be. With the various brands sold at the store ranging from basic to high-end items each season, it was important to create a space that transmitted a degree of luxuriousness appropriate to each brand.

1F - Entrance Hall
Demi-Luxe-BEAMS銀座_01.jpgDemi-Luxe-BEAMS銀座_02.jpgDemi-Luxe-BEAMS銀座_03.jpgDemi-Luxe-BEAMS銀座_04.jpg
2F - Living Room
Demi-Luxe-BEAMS銀座_05.jpgDemi-Luxe-BEAMS銀座_06.jpgDemi-Luxe-BEAMS銀座_07.jpgDemi-Luxe-BEAMS銀座_08.jpgDemi-Luxe-BEAMS銀座_09.png
B1F - Walk in Closet
Demi-Luxe-BEAMS銀座_10.jpgDemi-Luxe-BEAMS銀座_11.jpgDemi-Luxe-BEAMS銀座_12.jpgDemi-Luxe-BEAMS銀座_13.jpg

2012年3月「ビームス銀座」の向かい側にオープンした「Demi-Luxe BEAMS」のフラッグシップストア。1F、2F、B1Fの3層からなるショップを“モダンな邸宅”と捉え、それぞれをエントランスホール、リビングルーム、クローゼットと想定。明快にシーンを表現しただけでなく、実際の住宅をリノベーションするように、造作什器を意図的に計画せず、モダンなデザインファニチャーとアンティークを隣合わせにディスプレイするなど、意図的に温度差を生み出すことで、住み手の人物像と嗜好が想像できるような空間に。時代に寄り添うベーシックからラグジュアリーなアイテムまでを扱う、BRAND同レーベルに相応しいラグジュアリーな空間に仕上げた。

1F - Entrance Hall
Demi-Luxe-BEAMS銀座_01.jpgDemi-Luxe-BEAMS銀座_02.jpgDemi-Luxe-BEAMS銀座_03.jpgDemi-Luxe-BEAMS銀座_04.jpg
2F - Living Room
Demi-Luxe-BEAMS銀座_05.jpgDemi-Luxe-BEAMS銀座_06.jpgDemi-Luxe-BEAMS銀座_07.jpgDemi-Luxe-BEAMS銀座_08.jpgDemi-Luxe-BEAMS銀座_09.png
B1F- Walk in Closet
Demi-Luxe-BEAMS銀座_10.jpgDemi-Luxe-BEAMS銀座_11.jpgDemi-Luxe-BEAMS銀座_12.jpgDemi-Luxe-BEAMS銀座_13.jpg