ASOBIO shop by Nendo



Japanese designers Nendo have completed a shop front and interior for Italian clothing company ASOBIO in Shanghai, China.


The floors and walls are covered with images of leaves, of varying size and clarity, intended to evoke the effect of a camera zooming in and focusing.


More Dezeen stories about Nendo:

Collar and Hexagon
Blown Fabric
Camper display
Ghost Stories
Elastic Diamond
Chocolate Pencils
Diamond Chair
Meguro office space
New tables by BarberOsgerby and Nendo for Capellini
Illoiha Omotesando climbing wall


Photographs are by Jimmy Cohrssen.


Here's some text from Nendo:


Fashion brand ASOBIO's first storefront shop, a spacious bi-level interior with a generous opening.


The shop's theme is 'focus', so we positioned monotone photographs on the floor and walls, and varied the size to imitate the effect of a camera’s zoom lens, and the sharpness to recall the sense of being out of focus.


These effects enhance the space with depth and continuity, provide variety and make the products on display stand out by appearing 'in focus' in contrast to the shop's own patterns.


Posted on Thursday August 13th 2009 at 3:03 pm by Zaynab D. Ziari. Copyright policy | Comments policy

  • modular

    wow.. this is very good. I like it.

  • I wish more of this project carried the same dreamscape feel as the varied-focus leaves.

  • Maria

    Agreed with Katy.
    Could have pushed the dreamscape theme alot more, right now the leaves don’t seem to make that much of an impact just yet. But if those leafy patterns get anymore louder graphically speaking, would end up stealing the attention to the prodcuts.

    Perhaps try putting the dreamscape idea onto the niches or areas where they showcase the products? Perhaps some part of the showcase is foggy and becomes clear/focused when walking deeper into the store etc etc.

    Or may be the leafy effect is hard to capture on camera? We’ll only know when we are actually in the space I suppose in that case. :)

  • bueso

    Glamourrrrrr ! nice

  • Shida

    Maria I totally disagree with you… i believe the dreamscape screnary was placed appropreately.

  • maria

    Now Shida honey don’t broadcast our lover’s quarrel here shall we?

  • I feel Kate’s comment certainly applies to the dressing rooms..

  • Very Impressive!!

    The leaves are lending a subtle, feminine touch. Color combinations of the pure white with hints of grey, punctured with stark black niches craft out superior imagery which shall be etched in the minds of the visitors.

    Ultimate luxury is what this boasts of with the generous use of space, appropriate lighting and minimalistic furniture!!!
    Glamorous and Stylish!!!!


  • jusin

    It is a stuning design , and I dont aggree on someone comment about leafy pattern stealing attentions ,because when stand closer the pattern will be too large to attract your attention ,and when withdraw back it will an strengthened effect to draw you get closer

  • I love the concept of the product appearing more ‘in focus’ as compared to the ‘out of focus’ graphics. Very unique!

  • Dipu

    Soft n sensitive.