Nendo models Theory’s New York stores flow after successful urban planning principles.
Based in Japan, Nendo has been curating and creating some of the most exciting concepts for the past 10 years and this idea may just be their best yet.
The team have designed nine new boutiques for New York contemporary clothing brand Theory with each store’s layout based on road traffic circulation routes. Similar to how an urban planner would approach the creation of new roads, Nendo studied customer movement and flow when creating the mostly monochrome interior spaces.
There are two stores in California, two in Paris, and more in London, Beijing, Shanghai, Tokyo and Osaka all filled with design features of the same concept. One of the most significant design features is the circulation route as it was inspired by day-to-day road layouts and is shaped around the movement of customers through the store taking the shopper on a fluid and original journey.
The stores also feature garments hanging from geometric black frames, product display tables and partitions placed in a logical yet (again) refreshing way clearly dividing up space described as ‘junctions’ and spacious changing rooms enabling customers freedom and luxury to try on clothes at their leisure.
The designers explain,“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.”
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