In the pipeline: Fantastical forest grows in retail space

Aoyama – A new store installation adds an element of fantasy to a denim store in Japan. ‘Nature Factory’, the installation by Suppose Design Office at Diesel Denim Gallery, features a forest of pipes that appear to grow from the ground, forming a canopy of sorts at the ceiling. Clothes can be hung for display from these pipe ‘branches’. The retail space, which is also used as an art gallery, will host the installation over the next year.

With consumers increasingly shopping online and on their mobile devices, bricks-and-mortar stores will have to change drastically to encompass a new experience and offering that give customers a reason to travel to a retail space. Diesel Denim Gallery explores this need to offer more than just products in its boutique: it allows shoppers to be part of an art installation, giving them an experience far removed from anything an online store could offer.