LOEFF TOKYO MIDTOWN

An interior project for “LOEFF” which is a fashion brand under the concept of “Everyday wear that you would like to cherish while aging”. The site was on the second floor of Tokyo MIDTOWN, and was within a carefully organized floor and layout. Our mission was to differentiate the store from its neighbors while creating a quiet and soft atmosphere to express the character of the brand.
The client oriented us with the key concept of a contrast between curves and straight lines. Another task was to clear the evacuation restrictions that forced us to maintain a flow line from the emergency exit in the back of the site, to the front facade of the area. As a solution to both requests we came up with a “U” shaped wall as the core design element. Specifically, with a few openings connecting the inner and outer part of the “U”, the main shop functions and counter was placed in the inner side, while the stock and fitting room, window displays and an additional shop space was made around the perimeter. Thus various scenes were made within the shop, which enabled us to avoid creating an uniformed atmosphere, while answering the requests of the client and the safety regulations of the venue. A pale tone grey color was chosen for the finishing of the wood walls to maintain a synchronicity with the image of LOEFF.