Located in Tokyo, from the exterior the double-height storefront present a continous survey of Coach’s full collection (a leather goods, outerwear, footwear, jewelry, watches and sunwear) with a dedicated frame for each product. From the interior, the display unit’s traslucency creates an active backdrop for merchandise, filtering the streetscape into the shopping experience. OMA’s design integrates acrylic display into the façade, seamlessly communicating the brand’s presence from the inside out. The display units are stacked in a herringbone pattern of vertical and horizontal orientation to facilitate a range of curation scenarios. In addition, a floating tower of illuminated units was designed to encase the store’s central stair. Here the shopper is endlessy surrounded by products that apparently float in the store.
photographer: Iwan Baan