3.1 Phillip Lim store by Schemata Architects

This is the first pop-up store specializing in bags and shoes of the fashion brand 3.1 Phillip Lim. The store is first opened at Isetan Department Store in Shinjuku for 5 days, and after that it is relocated to Omotesando Hills (complex commercial building) in Harajuku, which will be open for 5 months.

My impression of the first site (department store) and its surrounding context was that it was too uniform, suggestive, and decorative. Too much information was filling up the space and 3.1 Phillip Lim bags would be unnoticeable when displayed within such context. In order to highlight their products in such context, we work with the design concept of “¥0″ (zero yen) as a counter-proposal to the glittering and luxurious atmosphere of the surrounding space. Various types of display furniture that are made from recycled materials (wire hangers, used furniture, wood scrap, comic books, magazines etc.) are placed randomly within space. They are bumpy, rough and raw-and effectively serve as backdrops for 3.1 Phillip Lim products, whose concept of the season is “SONOMAMA” (meaning “be the way it is” in Japanese).