International fashion brand Coach hired top design firm OMA to design its new flagship store in Tokyo, Japan.
Located on a street corner, OMA’s design extends the store’s merchandise display into the exterior façade, strengthening the brand’s presence in the city.
Inside, the flagship’s display units, which are arranged vertically and horizontally in a herringbone pattern, measure at 1800mm x 520mm. The interior shelving, consisting of frosted glass, transcends to the exterior façade.
The storefront design incorporates a fluid display of Coach’s latest collection, with each product neatly tucked away into its own frame. When viewed from the interior, the transparent glass allows the storefront display to create a backdrop for the retail arrangement.
Accompanying the façade, OMA designed a seemingly floating structure that’s centrally located in the store. Built from acrylic blocks that act as illuminated shelving units, the central figure provides an added layer of product display, as well as lights up the store at night, creating a romantic scenario.
Coach’s two-story flagship store is the brand’s ninth in Japan, and is located on the corner of Omotesando, the city’s renowned architecturally-driven and fashion-forward district.