nendo uses hats to create wall of umbrellas inside tokyo’s seibu shibuya store

inside the seibu shibuya department store in tokyo, nendo has recently completed the interiors of the ‘key to style’ fashion floor and the ‘hat cloud’ floor dedicated to millinery. the renovation of the women’s hat department saw the redesign adapting to the irregularly positioned columns. in response, a cloud-like floor plan was established within the intimate area with varying ceilings heights. the selection of hats are displayed against pastel pink walls; each one propped up by a handle to form a dynamic wall of umbrellas which wrap around the reflective seating area.

the hat department is located in a secluded area, with several beams protruding from one section of the ceiling
all images © takumi ota

having already designed a previous level of the seibu department store influenced by a european park, nendo kept a similarly playful element in the retail design of the key to style floor. composed of a monotone color scheme, the concept of the interiors was to instill an image of a mobile amusement park. this has been illustrated by having circus tents as sales areas, canopies on the walls to form market stalls and having vividly patterned surfaces throughout. the accessibility of the overall space was improved by organizing a diagonal and cross passages to lead people directly into the area of sales.

each individual hats have been displayed like small ‘umbrellas’

pink, browns and wood are used to create a cozy and intimate environment

into the ‘key to style’ department

the concept of this floor is to resemble a circus

zig zag and stripes are the patterns used throughout

nendo previously designed a level inspired by a european park

the design of the sales area is influenced by a circus tents

the combinations of colors, textures and materials have created a playful setting for the fashion