Nendo's store interiors for Theory
are modelled on road systems

| 3 comments
 

Japanese studio Nendo has created a succession of boutiques for New York fashion brand Theory where garments hang from geometric black frames and circulation routes are modelled on road layouts (+ slideshow).

Theory North Beverly by Nendo
Theory North Beverly

Nendo has so far created a total of nine stores for Theory, including two in California, two in Paris, and others in London, Beijing, Shanghai, Tokyo and Osaka, all based on the same design concept.

Theory North Beverly by Nendo
Theory North Beverly

Each one has a largely monochrome interior with a layout shaped around the movement of customers through the store, which the designers compare to the flow of traffic on a road system.

Theory North Beverly by Nendo
Theory North Beverly

"Our idea was to adhere to the brand's existing combination of simplicity and functionality with New York loft-style materials and a general sense of ease, while adding and emphasising a new concept: the flow of people," they explained.

Theory North Beverly by Nendo
Theory North Beverly

Product display tables and partitions have been arranged to clearly divide up the spaces, creating a network of junctions.

Theory North Beverly by Nendo
Theory North Beverly

Changing rooms occupy generously sized spaces at the rear to encourage shoppers to spend more time trying on items.

Theory North Beverly by Nendo
Theory North Beverly

"We allotted more space than usual for the dressing rooms and created a buffer zone between the dressing rooms and the shop proper, so that shoppers can take their time trying on clothes and selecting items without thinking about the main flow of people," said the designers.

Theory North Beverly by Nendo
Theory North Beverly

The first of the two new California stores is located in Beverly Hills and features a large shop window filled with a grid of mannequins, as well as clean white walls with recessed shelving.

Theory Melrose by Nendo
Theory Melrose

A Los Angeles store occupies a converted warehouse on Melrose Avenue. Brick walls are left exposed and painted white, while steel trusses are visible overhead.

Theory Melrose by Nendo
Theory Melrose

Photography is by Daici Ano.

Here's a project description from Nendo:


Theory Stores

Shop interiors for theory, the New York-based fashion brand known for basics that fuse functionality with casual trends.

Theory Melrose by Nendo
Theory Melrose

We designed the interiors for two shops in Paris and Los Angeles and one shop each in London, Beijing, Shanghai, Tokyo and Osaka.

Theory Melrose by Nendo
Theory Melrose

Our idea was to adhere to the brand's existing combination of simplicity and functionality with New York loft-style materials and a general sense of ease, while adding and emphasising a new concept: the flow of people. By coming up with a circulation plan as an urban planner might locate new roads within a city, we made careful provisions for people to flow into the shop naturally and move smoothly around it. For the London shop, we created a 'boulevard' that follows on directly from the crosswalk outside the shop.

Theory Melrose by Nendo
Theory Melrose

The Paris shop is located on a corner, so we installed entrances on both outward-facing walls and arranged a softly curving 'short cut' between them. We then added 'plaza' and 'park'-like product display stages and lounge corners like to fit with the 'road system' in each shop and modulate each space. For the London shop, this meant installing 8.2 m long tables orientated to match the traffic flows within the shop; for the Paris shops, we added a large river delta-like stage that can display more than ten mannequins.

Theory Melrose by Nendo
Theory Melrose

We allotted more space than usual for the dressing rooms and created a buffer zone between the dressing rooms and the shop proper, so that shoppers can take their time trying on clothes and selecting items without thinking about the main flow of people.

Theory Melrose by Nendo
Theory Melrose

Together, these touches allowed us to respond to the different demands placed on the shop space while creating new flows of people that may, we hope, flow out into and colour the city space around the shops, too.

Theory Melrose by Nendo
Concept diagram for six stores
  • Julian Beech

    Clean but so pretentious.

  • DL1119

    Wouldn’t it make a whole lot of sense to include the floor-plans?

  • Michele Pappagallo

    I feel it’s extremely pretentious. Sato is a “tiger” when producing concepts for product design, but here, I can “only smell” an attempt of an architectural program. Maybe more plans and section would help us understand. Just a series of renders is simply showing a low grayish colour palette, and an obsolete neat and simple minimalist interior.