In the Shinsaibashi area of Osaka, the city's high street district, BEAMS has a large 2-story shop that faces the area's main thoroughfare. As a concept for the design of the second floor (the men's floor) Jamo settled on the idea of "arts & crafts movement" with the aim of using handcrafted items to bring together "lifestyle" and "the arts." This is expressed in various design decisions such as the design of display fixtures and selection of materials. Since the BEAMS company uses each of its shops for a long time, Jamo constantly considers the question of "what makes a lasting store?" from the perspective of both design and durability. In this regard, there is an especial depth to the concept Jamo selected for this shop. Since BEAMS carries such a wide array of product, large stores usually require each sales area to have differentiated sense of style. However, for this store a single design concept was used for the space and different detailing was employed to fit the type of product carried in each area. In doing so, the result is a sense of differentiation created within an internal dialogue between the spaces.