Japanese studio Schemata Architects designed this pop-up store for fashion brand 3.1 Phillip Lim which will remain open for six months at Isetan Shinjuku in Tokyo. The shop is located on the third floor of the department store, enclosed in a space with a strong character.
Despite its short lifespan, the interior of the 70 sqm retail space will be renovated five times over the course of six months, according to each theme of the five collections.
The design responds to a conceptual brief from 3.1 Phillip Lim, which gave the architects a number of opposing words, such as youth/elegance, luxury/pragmatic, dynamic/effortless, and classi/madness. Rather than interpret these as opposite forces, Schemata architects decided to fuse them together.
“First, we divided the space into two zones, to emphasise the relationship of A and B,” explained studio principal Jo Nagasaka. “Then we connected the two zones using mirrors. When you enter inside the shop, real images and reflected images merge into each other to create a new relationship, that is A and B at the same time.”