This is a display for “Uni-ssentials by TDS SS24” by “TOKYO DESIGN STUDIO New Balance”, a lifestyle brand developed by New Balance. ATELIER WRITE designed three venues for T-HOUSE New Balance, DOVER STREET MARKET GINZA, and Beauty & Youth UNITED ARROWS MARUNOUCHI.
“Uni-ssentials by TDS" is a collection that attempts to explore the essence of gender neutrality. To express this concept, we displayed products in different sizes and tilted the fixture at the slope of the line connecting the hems of these products to visualize the wide range of lengths available through the gender-neutral size range.
At DOVER STREET MARKET GINZA, ready-made steel racks for commercial mass production use were modified. The wire mesh on the top and sides gives it the appearance of a sports locker, while allowing in light and securing the volume of products to be hung and displayed.
At T-House New Balance, a concept store of New Balance, I planned a rack with three shelves that takes advantage of the height of the open ceiling and a rack for bottoms’ items.
The racks are composed of scaffolding pipes and clamps, and like the permanent fixture, they are made of chromium-free plated scaffolding pipes with a crystalline pattern but with a luminous shine. It was designed to have strength as an installation.
At Beauty & Youth UNITED ARROWS MARUNOUCHI, two racks, one large and one small, were installed using wedge-tied scaffolding to secure the flow lines within the section. All SKUs (shapes, sizes, and colors) are displayed. In addition, the protective floor covering was left as a finishing touch to give the POP UP a temporary and limited look. The protective floor covering was made of tarpaulin in the same color as the yellow of the collection’s details.
The three venues are arranged in a three-dimensional manner, with different sizes of products on display. The advantage of this plan is that the various collections are clearly visible and easy to pick up, without being aware of gender differences.
-DOVER STREET MARKET GINZA
Location: GINZA KOMATSU West Wing 2F, 6-9-5 Ginza, Chuo-ku, Tokyo
Construction: studio HOHO
Area: 5m2
Completion date: March 15, 2024
Period : March 16, 2024 - March 27, 2024
-T-HOUSE New Balance
Location: 3-9-2 Nihonbashi Hamacho, Chuo-ku, Tokyo
Construction: Takayuki Takamoto / Takamoto design and construction + Naritake Fukumoto (TANK)
Area: 1F 71.54㎡
Completion date: March 14, 2024
Period : March 16, 2024 - April 17, 2024
-Beauty & Youth UNITED ARROWS MARUNOUCHI
Location: Marunouchi Building 2F, 2 -4-1 Marunouchi, Chiyoda-ku, Tokyo
Construction: TANK
Area: 13m2
Completion date: March 15, 2024
Period : March 16, 2024 - March 31, 2024
