The flagship store in Shinjuku for SLY, a women’s fashion brand which creates “NEW SEXY” through various tastes.
We reorganised layout of ‘people’ and items in the small space in front of a train station, which can get chaotic.by arranged with layered walls, called “flip wall”, which have different textures on the two sides, help propel the shop’s image as the brand’s flagship store.
“Flip walls” is made of exposed LGS which is usually used as substructure and hidden by material on the front side and dyed oak wood on back side. The subtle reflection of LGS gives the space a different atmosphere and creates a strong contrast with the timber’s calm materiality. Added to this contrast is the floor tiles made from rubber chips which altogether form a soft harmony.
The spatial experience of people and items frequently moving through the layers that changes between “Cool ↔ Warm”, “Luxury ↔ Street”, “Rough ↔ Delicate” reflects SLY’s ambivalent concept well.