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DESPERADE
2013.03 / Shibuya, Tokyo
RETAIL / Interior Design

「3ツ星ホテル」と「原っぱ」


2000年に開業した「DESPERADO(デスペラード)」は国内外の若手デザイナーの洋服や雑貨を取り扱うセレクトショップです。当初は「3ツ星ホテル」をテーマに内装デザインを手掛けました。13年が経ち、買い物をする環境が変化する中で、今回コミュニティーストアとしてリニューアルオープンすることとなりました。

クライアントからの要望は、「接客サービスを強化したい」「楽しくてインパクトのある店にしたい」という2点でした。そこで、元の「3ツ星ホテル」に「原っぱ」というテーマを新たに加えて、ファッションを通じたコミュニケーションが生まれ、発信されていくような場のデザインを提案しました。

店内はキッチンを配した大きなロビーをイメージした場所と、コンセプチュアルな小さな三つの客室から構成されます。集まる人々を温かく迎えるような素材で、気取らない居心地の良い空間をつくりました。ロビースペースは、すべての什器と壁を可動式として、季節や用途に応じてレイアウトを容易に変えることができます。また什器を別の部屋に収納すると、イベントにも対応できる大空間となります。

エントランスには、小屋やプールサイドを模したテーブル席を配して楽しさを演出し、奥行きの深さを感じさせず、客が足を踏み入れやすい環境をつくりました。

モノが溢れウェブで何でも購入できる時代、ここDESPERADOではリアル店舗でしか体験できないモノとコトの融合がなされていくことでしょう。


On 16 March 2013, the Tokyo apparel boutique Desperado reopened with a new shop design by Mana and Takashi Kobayashi, principles of the interior design office Ima. Ima’s original design for the store when it opened in 2000 was a major driver in Desperado becoming a destination store for shoppers looking for the unusual. The store’s long-time buyer, Ei-ichi Izumi, now takes over complete ownership of the store, inviting Ima to return to hone Desperado’s image for its new incarnation.

Motivating the renovation is Izumi’s conviction that increasingly little differentiates Tokyo’s fashion boutiques from one another. The renovation reestablishes Desperado as a place where shoppers can encounter pieces by young yet-unknown designers; find music, art and film; and receive unparalleled service.

The store is located on an unusually quiet backstreet of Shibuya, away from the area’s famously crowd-filled sidewalks. Desperado faces a back corner of the station’s platforms and shoppers arrive at the store with trains humming past behind them.

The renovation keeps the shop’s original theme of a 3-star hotel for the interior design. “A hotel is a place where different people come together so it still felt like the right theme for the store,” says Ima, “and we really are more 3-star hotel type of people. The more relaxed homey atmosphere is more our style.” Ima combines hotel-themed design elements with Mexican motifs (inspired by the Spanish-esque shop name) and the functionality demanded by the way the store will operate to offer unique service.

Customers enter from the street via a short walkway, flanked by a mock “pool” space on one side and a Mexico-themed garden on the other. The “pool” area comprises patio furniture over an area delineated by a watery blue painted onto the ground. The garden includes a rustic tool shed where the store can sell apparel, food of be used to project movies on the “pool-side” wall.

Once inside, the central space is a large “lobby.” Ima approached the space by imagining it as a large empty field, full of potential, where movable fixtures can be added to transform the space into a highly functional sales area or removed to allow fashion shows, workshops, theater or dance events. A bar in the back corner of the “lobby” offers customers coffee, tea, beer…
Three hotel “bedrooms” are positioned off the central “lobby.” The “animal room” is dominated by zebra print carpet and has fixtures ideal for shoes and accessories. The “fireplace room” offers additional sales space and the “loft room” is ideal for art, books and music in its white gallery-style space.

Ima designed display fixtures so they can be removed and stored compactly. Additional fixtures can be rolled in when needed for special sales events, reduced for a more open plan, or completely removed. “Once you take all the fixtures out of the ‘lobby’ space it becomes like a theater,” says Ima. The store intends to have special events once or twice a month as a way to enrich communication and interaction with customers.

“Since Desperado opened in 2000, I think there are now maybe twice as many fashion shops in Tokyo,” says Ima. “But they all tend to look the same and some brands conceive of their stores as just showrooms where they drive customers to products they’re selling online. Desperado wants to offer things stores can give customers that online shopping can’t: a level of service that brings people back because of how great and knowledgeable the shop staff, happenings like theater and movies, and assiduously sourced products they can’t find anywhere else.”




























DESPERADE
2013.03 / Shibuya, Tokyo
RETAIL / Interior Design

ADDRESS: 東京都渋谷区桜丘町4-23 渋谷桜丘ビル1F / 1F Shibuya Sakuragaoka Bldg. 4-23 Sakuragaokacho Shibuya-ku, Tokyo
TEL: 03-5459-5505
URL: http://www.desperadoweb.net
設計: ima(イマ) 小林 恭,小林 マナ
グラフィックデザイン: enamel.(エナメル) 石岡 良治,石岡 紗佑里
水草水槽デザイン: ゆかい 池田 晶紀
庭園デザイン協力: 大綱ガーデン 酒井 英一
ライティングデザイン: FDS 後藤 徹
施工: (有)きこりたち 宮原 保雄
COPYRIGHT: Photo by Nacasa & Partners Inc. all rights reserved

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