The OVERCOAT Tokyo Store, envisioned by Atelier Write, serves as the Japanese base for the New York-based fashion brand. Tasked with bridging the gap between the brand’s roots in New York and its burgeoning presence in Japan, Atelier Write was also entrusted with establishing the brand’s inaugural directly managed store in Tokyo.
Fusing Fashion and Functionality
Renowned designer Mr. Ryuhei Oomaru, celebrated for his expertise in pattern-making, brings a wealth of experience from his consultancy work with top fashion brands worldwide. Recognizing the allure of peeking into the inner workings of a brand deeply committed to the craft of clothing, Atelier Write aimed to offer customers an unparalleled experiential journey. Eschewing a traditional commercial approach, the design ethos centered on creating an improvisational space that celebrates the brand’s ethos.
Embracing Existing Elements
The design strategy focused on maximizing the potential of the existing space while maintaining its raw authenticity. The steel base of the ceiling was reinforced and repurposed to serve as functional elements for displaying stock and samples. The interior aesthetic was honed to highlight the texture of the concrete frame, eschewing the need for new floors, walls, or ceilings. Wires strung between frames delineate spaces like the stock room and fitting area, offering a glimpse into the brand’s creative process.
Innovative Design Elements
Drawing inspiration from the art of clothing construction, the design incorporates double clips for hooks, reminiscent of fabric manipulation techniques. Aluminum angle guides flank the cutting table, providing storage solutions for secondary materials in distinctive container boxes. These design elements not only imbue the space with visual intrigue but also enhance its functional versatility.
Transparent Brand Experience
The OVERCOAT Tokyo Store aims to transcend the traditional retail experience by inviting customers to immerse themselves in the brand’s narrative. Visitors have the opportunity to “visit the studio, hear directly from the creator, and buy clothes,” fostering a sense of transparency and accessibility. Atelier Write envisioned the store as a boundary-free space where patrons can intimately connect with the brand’s ethos and craftsmanship.
Through a harmonious fusion of functionality, authenticity, and experiential design, the OVERCOAT Tokyo Store by Atelier Write redefines the retail landscape, offering customers an immersive journey into the heart of the brand’s creative process.
