The Playhouse is a renovation project of a three-storey building located in the fashion district of Aoyama in Tokyo, Japan.

Conceived as an exploration into the future of physical shopping in an increasingly virtual post-COVID world, the project considers how to foster an experience between customer and brand that goes beyond the traditional display and transaction within a conventional shop, which is growingly being replaced online. The architecture is inspired by the notion of theatre and performance, with elements designed to allow the building to transform and adapt to a range of activities that can elevate the shopping experience.

This project has been longlisted in the large retail interior category of Dezeen Awards 2021.

Designer: PAN- PROJECTS and Haruki Oku
Project: The Playhouse