Schemata: Pop-up Store

Schemata architects designed a pop-up store for 3.1 Phillip Lim 2014 that is open for six months at Isetan Shinjuku in Tokyo.

The architects will do five renovations during the six months period according to each theme of five collections. These five designs are developed within a common framework.

The project is focused on the brand philosophy. Several sets of “almost” opposing words are given. “Almost” is the keyword that represents the wide scope of their design directions, and also it liberates their ways of thinking. The keywords are: Dynamic/Effortless;
 Youth/Elegance;
 Classic/Madness;
 Luxury/Pragmatic.

The words have been interpreted not in opposing relationship such as “A versus B”, but re-interpreted as “A and B at the same time”. The space was divided into two zones to emphasize the relationship of A and B. Then they have been connected 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”.

3.1 Phillip Lim Microcosm, Isetan Shinjuku, Tokyo
Program: pop-up shop
Architects: Jo Nagasaka/Schemata Architects
Project team: Masami Nakata/Schemata Architects

Area: 68 sqm
Period: from March until September 2014