Designed by Shohei Shigematsu and OMA’s New York office, Coach’s latest flagship store opened on Omotesando, a major retail area in Tokyo.
The design features a façade of 210 stacked, translucent display boxes in a herringbone pattern of vertical and horizontal orientation that accommodate the brand’s wide repertoire of products.
In addition to the façade, OMA designed a “floating” tower of 105 illuminated acrylic units that encase the store’s central stair, drawing pedestrians to the upper level.
Consolidating the display on the facade and circulation creates a condition in which the shopper is continuously surrounded by Coach’s products, while simultaneously liberating floor space.
Shigematsu commented: “In comparison to the increasingly decorative elevations that characterise Omotesando, OMA’s design integrates display into the façade, communicating an uninterrupted survey of Coach’s full collection with its storefront.
“Viewed from the interior, the display units seamlessly provide an active backdrop for merchandise, filtering Omotesando’s streetscape into the shopping experience.”
The project is OMA’s second collaboration with Coach – following a kiosk designed for Macy’s in New York – and the office’s first built work in Tokyo.
Image: Iwan Baan