nendo: halsuit concept shop

general view of ‘halsuit’ retail space by nendo all photos by masaya yoshimura

japanese design studio nendo is behind the layout and design of ‘halsuit‘, a concept shop for high-volume mens suit retailer haruyama. the company offers numerous suit, shirt and tie options, which can often be overwhelming for customers, making it difficult to choose the best matches for one’s attire. in trying to enhance the overall shopping experience for haruyama, the first decision nendo made was to move the fitting rooms from the edge of the shop floor to its center. they used the front exterior walls of the changing space as a showcase for presenting different ways of coordinating the suits, and installed a counter with magazines and a television for friends and families. accessories which can be paired with one’s suit are displayed in the same area, making this section the focal point of the store where shoppers can develop the image of the suit they would ideally like to have.

office desk lamps are used for lighting  

as most suits are worn to the office, they studio decided to use lighting that is reminiscent of desk lamps, along with shelving that is made in the style of office storage units to create the right scenography. shoppers may bring their purchases to the ‘reception desk’, while lounge and conference room-type spaces, help customers imagine their own work styles as they select their suit. the newly renovated space reflect haruyama’s brand concept – that men should define and enjoy their own personal working style.

view of the garment displays

vitrines for the mannequins

office storage units are used for displaying merchandise

division of space

exterior view of halsuit

for the exterior of the store, lovers have been used to change the façade’s color depending on which angel they are viewed from, offering varied images of the shop, depending on the direction from which drivers approach.

louvers are used on the façade, offering color changes depending on which angle they are viewed from