22 Apr 2020 • Retail
Is retail becoming a cultural event? A multi-brand store by Nendo is a full-day experience
To give our audience eyes and ears into the live judging sessions that took place at Frame Awards 2020, we're sharing coverage of the insightful jury conversations that decided the winning projects. Below, we celebrate the recipient of both the Multi-Brand Store of the Year jury-decided and People’s Choice award: Kashiyama Daikanyama by Nendo. Find the full collection of reports in our upcoming May/June 2020 issue, Frame 134.
‘We’re starting to see retail as a cultural event,’ said Andreas Bozarth Fornell of Specific Generic during deliberations for Multi-Brand Store of the Year. And the project that best reflected the tendency – and lived up to its role as a multi-brand store – was Nendo’s Kashiyama Daikanyama, a commercial complex in Tokyo.
Although the site footprint allowed for a much bigger structure, the designers – in order to better blend the building within its environs – opted for a series of smaller boxlike units, stacked atop one another and overlapped horizontally to form an undulating landscape. The result not only effectively splits up the space for various brands, but also leaves behind numerous exposed façades that effortlessly draw natural light into the interior. The interaction between in- and outdoors captured the attention of Natacha Prihnenko from Hermès, who also appreciated the ‘harmony outside and the disruptive diversity inside’.
That diversity also appealed to Carter Owers founder Hannah Carter Owers: ‘Nendo spaces often feel very singular, built around one overriding theme, but this project feels rich, its individual spaces nicely complex and complete. There’s a nice balance – I like that the hospitality spaces feel a bit glitzy next to calmer gallery-like retail spaces.’
Vincent Sturkenboom, creative director of De Bijenkorf, was less enamoured of the interior: ‘The building is great, but the restaurant feels old-fashioned.’ Bozarth Fornell’s response? ‘Even if I don’t like everything I see, I’ll definitely be inspired here.’ But the jury was unanimous on one point: ‘The design serves the purpose for a full-day experience.’
Frame Awards 2020's Retail category was proudly sponsored by Chemetal. Find more Frame Awards coverage here.