"Naka-Dori" street in Tokyo's Marunouchi area has undergone a major transformation from an office district to one of Japan's leading high-end shopping streets. On one corner of this street is a one-of-a-kind BEAMS store called "BEAMS PLUS". Its concept is to offer "real menswear that can be worn forever without tiring of it" and in so doing BEAMS makes use of its extensive experience to propose a style from "America's golden age". The client proposed that Ernest Hemingway's second house serve as the theme for the space, in the sense of the idealized American lifestyle the writer represents even now for people who feel a resonance with the "good old days" of American culture. Jamo carefully selected materials and details used in Hemingway's day and which can be found in great number among his novels and photographs. These include worn terracotta tiles, carefully applied stucco walls, and rare authentic mahogany furniture from America. The store was built up out of a process of looking over each of these items and assigning them functions necessary for the operation of a modern store. The shop presents a space that is a refined image of a man who pays great attention and care to his attire, accoutrements, leisure activities and living space.