TOKYO.
This is 3.1 Phillip Lim 2014 Pop- Up store at Shinjuku Isetan, which opened last April 2014 for six months.
This time the shop is located on the third floor of the department store, which had a space with a strong character. Schemata Architects attempt to make five renewals in 6 months, and at this stage they have done two renewals.
In this project, they focus on the brand philosophy of 3.1 Phillip Lim. 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 as follows.
DYNAMIC / EFFORTLESS
YOUTH / ELEGANCE
CLASSIC / MADNESS
LUXURY / PRAGMATIC
YOUTH / ELEGANCE
The last set of words is most important for them.
They translate the philosophy not into words but into forms in space. They interpret the words not in opposing relationship such as “A versus B”, but re-interpret them as “A and B at the same time”. And we expect that something new will emerge from the new relationship.
First they divide the space into two zones to emphasize the relationship of A and B. Then they 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”.
Photos: Schemata Architects.
