Mr Porter x Beams

In Schemata exhibition design’ project clothes drying poles become display fixture, creating in a London interior the image of a good old neighborhood of common people in Japan.

The Japanese fashion company Beams has been introducing fashion products selected from the world to Japanese consumers for 40 years.

This time, Beams in collaboration with Mr Porter, a menswear style and e-commerce destination from London, held a joint show “Mr Porter x Beams”, as a part of the Beams Japan project, aiming to introduce Japanese products to the world, and Schemata Architects were asked to design the exhibition. Their request was to create a strong impression to promote their endeavor as well as effectively displaying products.

Schemata took inspiration from clothes drying poles, originally used to sundry laundry at home, and transformed them into display fixtures. Arrays of clothes drying poles provoke an image of a good old neighborhood of common people in Japan. Height and length of the pipes are adjusted to create a “forest of clothes drying poles”. And there they installed fluorescent lamps, which are likewise commonly used items in everyday lives of Asia.