Soft sell: Space to relax at Toyko menswear flagship

Architects wanted to avoid what they call ‘one-way shopping circulation’ in which the store design encourages customers to move forward toward a purchase. With online shopping changing the role of the flagship store, creating spaces for relaxation was key.

Benches along the façade, a garden and a third-floor café offer space to contemplate purchases. ‘There are so many clothing stores in Shibuya, and we intend to make a difference by creating a store where customers can comfortably shop and stay for a long time,’ the architects say. 

The architects also experimented with blending notions of softness and hardness, creating concrete walls that look like padded cushions, and lining cabinet doors with leather. Read our Retail Futures Report 2012 for more on new directions in retail.