Jamo associates

Jamo associates - Project

PINK – latte AEON Mall Itami

2015.3 / Itami , Hyogo

client
WORLD
space area
209.29m2
construction trader
ZYCC CORPORATION
photographer
Nacàsa & Partners

Once known only to the local and young cognoscente, Harajuku has now become a global brand. In expressing the world view of this “unique Harajuku culture,” we aimed to create a topsy-turvy visual that spontaneously creates a tremendous sense of animated energy. Our inspiration came from the world of teen magazines. Upon opening their glossy and glittery covers, a surprising and even baffling plethora of information is crammed—seemingly willy-nilly—onto a single page. Realising this two-dimensional magazine world as a real three-dimensional sales floor was our primary conundrum and ultimate aim. Our strategy began with the development furniture and fixtures that simultaneously conjure up a sense of youthful styling. The sales area features speech bubbles figuratively ripped from the pages of manga. These speech bubbles seem to float in mid air, the shadows they cast on walls and furnishing underscoring the juxtaposition of two and three dimensional creative space. Finally, random capitalisation and multiple exclamation marks energetically declare this the domain of youth, where old rules give way to free expression. In addition, furniture and fixtures are made with simple inexpensive panels, reminiscent of a teen’s bedroom post-it boards. This also provides a simple sense of unity and allows easy placement of products. Finally, with large pendant lights, walls with naked polka dot light bulbs and colourful boxes piled up to the ceiling, target customers experience a startling sense of exhilaration and extraordinary pleasure.

今回のリニューアルで新たに提唱する「独自の原宿カルチャー」という世界観を表現するにあたり、綺麗に整頓してつくり上げた雰囲気では体験できない「雑多なエネルギー感」を創出することを目指した。ティーン向け雑誌を開くとその1枚に書き込まれた情報量に驚かされるように、2次元である雑誌をそのまま売り場にできないかという発想の元、雑誌媒体と連動したスタイリング、売り場、吹き出しポップを同時に表現できる什器を開発し、高い情報発信性を持つ空間をつくり上げた。また、什器すべてを有効ボードでつくり、自由度の高い陳列を可能としながらも、空間全体の一体感をつくり、商品とのバランスを図っている。大型のペンダントライト、裸電球をドット柄に見立てた壁面、天井まで続くカラフルなボックスの積み上げなど、この店のターゲット層ならではの高揚感と非日常の楽しさを感じられる要素をプラスした。

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