Descente Blanc – Tokyo

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Addicted To Retail (ATR) presents: Clothes descend from ceiling at Schemata Architects’ Descente Blanc Tokyo store.

Japanese studio Schemata has designed a shop with hanging rails that lower from the ceiling in Daikanyama, Tokyo, for sportswear brand Descente Blanc. The two-floor shop features poles that function as hanging rails that can be raised or lowered, depending on the display requirements.

“Our design intention is to incorporate ‘movement’ in space,” said Schemata Architects founder Jo Nagasaka. “We especially focused on redesigning a service process, or a routine movement of shop staff going to pick up items from a stock room and delivering them to a customer.” “Here the shop staff’s routine movement is converted to vertical movements of the hanger racks,” he added.

The ground and first floor of the Descente Blanc store are connected by a powder-coated red steel staircase, which houses a curtained changing room underneath. Wood and metal stools and benches are dotted about the space, and shoes are housed in gridded metal shelves and display cubes. On the upper area, wooden floors contrast the steel girders that make up the underlying framework of the shop, which is exposed through the store’s glass exterior.

Photography is by Kenta Hasegawa. Art direction is by Rikako Nagashima.

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