ATELIER WRITE installs tilted displays for new balance’s gender-neutral collection in tokyo

Uni-ssentials by TDS SS24 takes over three venues in tokyo

Japanese architect Takuya Sakamoto from ATELIER WRITE has designed three temporary retail venues for New Balance’s lifestyle brand, TOKYO DESIGN STUDIO. The different locations are now home to the Uni-ssentials by TDS SS24 collection, which explores the essence of gender neutrality. Materializing this concept, Sakamoto displays the items in different sizes and tilts the fixture at the slope of the line connecting the hems of these products to visualize the various lengths available through the gender-neutral size range. 

atelier write uses tilted pipes, racks, and scaffolding

At the first location, T-HOUSE New Balance, ATELIER WRITE (see more here) introduces a rack with three shelves that takes advantage of the height of the open ceiling, as well as a bottom rack for shoes. These racks, designed for strength support, combine chromium-free plated scaffolding pipes with a crystalline, luminous pattern and clamps. Moving on to the Dover Street Market Ginza venue, Sakamoto modifies ready-made steel racks for commercial mass production use. ‘The wire mesh on the top and sides gives it the appearance of a sports locker, while allowing in light and securing the volume of products to be hung and displayed,’ he shares. 

Lastly, at Beauty & Youth UNITED ARROWS MARUNOUCHI, two racks, one large and one small, are installed using wedge-tied scaffolding to secure the flow lines within the section. All SKUs (shapes, sizes, and colors) are displayed. In addition, the protective floor covering is left as a finishing touch to give the POP UP a temporary and limited look. The protective floor covering features tarpaulin in the same color as the yellow of the New Balance collection. Overall, three venues for Uni-ssentials by TDS SS24 are arranged in a three-dimensional manner, with different sizes of products on display. ‘The advantage of this plan is that the various collections are clearly visible and easy to pick up, without being aware of gender differences,’ concludes Takuya Sakamoto

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project info:

name: Uni-ssentials by TDS SS24

designer: Takuya Sakamoto / ATELIER WRITE

client: New Balance Japan

photographer: Kenta Hasegawa | @kentahasegawa

— T-HOUSE New Balance —

location: 3-9-2 Nihonbashi Hamacho, Chuo-ku, Tokyo

construction: Takayuki Takamoto + Naritake Fukumoto (TANK)

total area: 71.54 sqm 

completion date: March 14, 2024

project period: March 16, 2024 – April 17, 2024

— Dover Street Market Ginza —

location: GINZA KOMATSU West Wing 2F, 6-9-5 Ginza, Chuo-ku, Tokyo

construction: Studio HOHO

total area: 5 sqm 

completion date: March 15, 2024

project period: March 16, 2024 – March 27, 2024

— Beauty & Youth UNITED ARROWS MARUNOUCHI —

location: Marunouchi Building 2F, 2 -4-1 Marunouchi, Chiyoda-ku, Tokyo

construction: TANK

total area: 132 sqm

completion date: March 15, 2024

project period: March 16, 2024 – March 31, 2024