Tokyo-based studio Curiosity has designed a concept store for the fashion brand named M-i-d. Located in the heart of Osaka's luxurious Hankyu Department Store Umeda Main Store, this concept store named ‘maison m-i-d 1985’ encapsulated the brand’s contemporary design aesthetic. In the age of online shopping where fewer people want to step out of the comfort of their homes, the ‘lighthouse’ themed retail design redefines the traditional shopping experience, seamlessly blending artistic installations with the functionality of a fashion haven.

At the core of maison m-i-d 1985's design is the innovative use of the bright yellow colour. The singular colour dominates every inch of the space. The vibrant hue of yellow, strategically applied in various finishes and surfaces, not only unifies the overall feel of the store but also defines distinct zones based on the unique characteristics of the showcased collections. The walls feature yellow glass bricks and mosaic tiles, the floors feature yellow mosaic tiles and carpets, and the ceiling is painted in yellow acrylic emulsion paint.

Called the ‘lighthouse’ the design theme is not just to serve aesthetic purposes of the space but also aids in refining the functionality of the shopping experience. Since the garments on display are predominantly black and white, they stand out boldly against this monochrome backdrop, creating a visually striking contrast that catches the eye.

The space features a labyrinthine layout that is characterised by large transparent partitions made of yellow glass bricks. It is strategically planned to guide visitors through an immersive journey. These partitions reflect and divert the layered space, creating an intricate and engaging environment reminiscent of an art installation.   

Curiosity's meticulous attention to detail is evident in the rhythmic coherence of the space. Louvres on the ceiling mirror the pitched lines on the glass-laid floor, creating a harmonious visual experience. The ordered arrangement of these lines not only adds a striking aesthetic but also imparts a sense of order and comfort to the observer.

The transparent glass walls, soft-toned floor tiles, and metal louvres on the ceiling work well together to contribute to the rhythmic unity. The lighting in the space is also intelligently designed to be diffused and easy on the eye. The result is an ambient glow that bathes the entire store in a soft, fresh yellow, enhancing the overall immersive design experience.

This new concept store not only illuminates the brand but also offers customers a unique and relaxing space to explore carefully curated items. Instead of rushing the shopping experience, the design invites shoppers to slow down, linger, and truly experience the space. This is aided by the use of comfortable chairs throughout the space.

maison m-i-d 1985 is the largest concept store within the department store. This also helps the relaxed ambience of the space as customers get ample space to wander through symmetrical merchandising areas that define collections. Mirrors strategically placed within the labyrinth play with perceptions of size, creating an illusion of infinite extension.

The retail space exemplifies the transformative power of monochromatic colour and experience-led design. The vibrancy of the space, achieved with colour and material, not only catches the eye but also encourages exploration through the seemingly endless aisles. The immersive design choices elevate the common department store area into a standalone retail space, contributing to a positive user experience within the multi-brand department shop.

Curiosity has been successful in creating something more than just another retail store design. It is a visual journey that seamlessly marries artistry with functionality. The studio’s expertise in pushing the boundaries of contemporary design has resulted in a memorable retail store environment. As customers move through the store, they experience the intersection of art and fashion in the very heart of Osaka, Japan.

Project Details

Name: maison m-i-d 1985
Location: Osaka, Japan
Completion: 2023
Architects: Curiosity
Construction: Daiwa Kogyo
Lighting: ModuleX