INTERIOR STYLING

OZOC Shinjuku

RETAIL / Shinjuku Tokyo, 2011

The brand OZOC reopened their store in the first basement level of Lumine East, a large shopping center adjacent to Tokyo's Shinjuku Station. In order to make visitors feel the OZOC's unique sense of style, Jamo's idea was to clearly divide the space into "functional sales areas" and areas where the "brand's sense of style" is pinpointed through visual merchandising. The brand's sense of style is expressed through the theme of "the bedroom of a girl who loves to travel"; this is seen primarily around the fitting rooms where the "bedroom" is made out of distressed reclaimed materials and decorated with antiques, plants, fabrics and picture frames "collected from around the world". Functional sales areas are composed mainly from floor-standing display fixtures; these provide a flexible framework that can be easily changed to fit each day's flow of customers, shop manager's intuition, or new product line-up.

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駅に直結する大型ショッピング施設、ルミネエストB1Fのリニューアルオープン。独自の世界観を印象的に人々に訴えられるよう、空間を、VMDに特化した"ブランドの世界観"と、"機能的な売り場"に明快に分け、それぞれ存分に両者の機能を果たすことを考えた。前者はフィッティングルームまわりを中心に「旅好きな女の子の部屋」を演出。ラフな古材の部屋に世界各国で集めた生地やフレーム、アンティーク小物、植物などを散りばめた。後者は置き式什器をメインに構成。その日のお客様の流れ、店長の気分、シーズン、商品のラインナップにより容易にレイアウトを変えることが出来るフレキシブルな機能に特化した。

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