The window frame of this Beijing boutique by Japanese studio Nendo is repeated into the depths of the store.
Nendo designed the repetitive display system to recreated the experience of flicking through images on the pages of a catalogue.
See all our stories about Nendo here.
Photographs are by Daici Ano.
Here's some more information from Nendo:
nendo’s a new shop design project in Beijing
“CATALOG” flagship store at Sanlitun Village
“CATALOG” store in Beijing
CATALOG is a Hong Kong-based sports fashion wear select shop with an emphasis on sneakers.
The Beijing store is their first foray into China.
The company's name, CATALOG, reflects its philosophy:
treating brands with different outlooks equally, and actively suggesting ways of coordinating items from
different brands to its customers.
We wanted to recreate the specificity and attraction of a catalogue in our store design.
A store's 'face' is its windows. We 'copy-pasted' the store window over and over again, creating a spatial experience similar to flicking through the pages of a catalogue.
The entire store becomes a series of show windows, and every item is in the spotlight.