31 Aug 2013 • The Frame Team
3.1 Phillip Lim's Pop-up Store by Schemata
Tokyo-based Schemata designs 3.1 Phillip Lim's pop-up store specializing in bags and shoes. First open at Isetan Department Store in Shinjuku for 5 days, it will relocate to Omotesando Hills in Harajuku, for 5 months.
'My impression of Isetan Department Store and its surrounding context was that it was too uniform, suggestive, and decorative,' says Jo Nagasaka of Schemata. 'Too much information was filling the space and 3.1 Phillip Lim's bags would have been unnoticeable when displayed.' In order to highlight these products in such a context, Schemeta worked with the design concept of zero-yen as a counter-proposal to the glittering and luxurious atmosphere of the surrounding space. Display furniture was produced using recycled material: wire hangers, wood scraps, comic books, magazines, and second-hand furniture. Bumpy, rough and raw, they effectively serve as backdrops for 3.1 Phillip Lim's products. The fashion brand's concept, this season, is sonomama, translating from Japanese as: be the way it is.
Photos Takumi Ota