Diego Store

The only thing that they sell in the store is a small collar keeper only 5 cm tall and 1.5 cm wide, designed to shape and form your collar to however you desire.

Different shapes of collars are lined up like specimens within a cabinet with a special optical glass used on the surface to highlight them. The idea was to create a relaxed environment so that customers can come in, find their type of collar, and take their time to create and discover their own form of shape, away from the busy streets of Tokyo.

We humans unconsciously move our eyes to create a certain focus or sometimes gaze into space and perceive all kinds of information. However, we are constantly surrounded by displays that are designed to “show” an object or information. As a result, we are oversaturated with what we are “shown” and possibly lose the ability to really “see”.

This space was intentionally designed to sense a discomfort and encourage a “want” to “see” by using a special optical glass in the main display window, a material that is normally used on mobile phones in Japan to help protect people’s privacy in public so that depending on where you stand, the direction or angle you are looking towards, your field of vision will become transparent or opaque.

Diego Store, Tokyo, Japan
Program: “collar keeper” store
Design: Daisuke Yamamoto / de:sign
Completion: 2014