The OVERCOAT Tokyo Store, designed by Atelier Write, serves as the Japan base for the New York-based fashion brand OVERCOAT. The project aimed to establish a connection between the brand’s New York and Japanese bases while creating the brand’s first directly managed store in Japan.
Design Concept: Blending Functionality and Aesthetics
Mr. Ryuhei Oomaru, the brand’s designer, is renowned for his expertise in pattern making and design consulting. To provide customers with an immersive experience into the craftsmanship behind the brand, the design focused on creating an improvisational space rather than a typical commercial setting.
Adaptive Reuse: Celebrating Existing Elements
The design team opted to enhance the existing space by reinforcing the steel base of the ceiling and utilizing it for various functional purposes such as hanging stock and samples. The texture of the concrete frame was emphasized without the need for new floors, walls, or ceilings. Wires suspended between frames partitioned areas like the stock room and fitting room, showcasing fabrics and materials.
Innovative Details: Infusing Creativity into Functionality
Drawing inspiration from the process of garment creation, double clips were used for hooks, resembling the way fabric is pinched to create folds. Aluminum angle guides on the cutting table allow for easy access to container boxes, combining functionality with distinctive aesthetics.
Customer Experience: Transparency and Boundless Exploration
The design philosophy aimed to offer customers a transparent and boundary-free experience, akin to visiting a studio. By providing insights into the brand’s creative process and allowing direct interaction with the creator, the store encourages customers to engage deeply with the brand and its products.
Conclusion: A Space for Creativity and Connection
The OVERCOAT Tokyo Store stands as more than just a retail space; it embodies the brand’s ethos of craftsmanship and creativity. Through thoughtful design interventions and a focus on customer experience, Atelier Write has created a space where the essence of the brand comes to life, fostering a seamless connection between the brand and its patrons.
