wonderwall / masamichi katayama: express concept shop

the ‘runway’ zone of the express concept shop, designed by masamichi katayama of wonderwall

express clothing retailers in collaboration with masamichi katayama of japanese design studio wonderwall opens two new concept stores this month, designed to increase the possibilities of customer interaction and engagement. featuring over 10,500 feet of retail space in a 13,000-square foot shop, the first storefront opens june 29th at the king of prussia mall in pennsylvania, USA, with a second location opening in cincinnati, ohio this month.

‘I envisioned a three-dimensional fashion magazine; a source for the new and for the must-haves,’ katayama explains. the design concept ‘[takes] fifth avenue elements into a downtown loft.’ touchscreen computers located throughout the concept shop permit users to shop online and browse express news and twitter feeds, while mirrored video monitors at the front of the store are planned for the live streaming of fashion shows and other events.

the storefront itself divided among ‘men’s’, ‘women’s’, and ‘denim’, the latter in a special ‘denim lab’ area. combinations of white glossy walls and oak and aged wood materials are offset by a concrete floor and modern industrial fixtures, creating a contrast of materials. built-in perimeter shelving and recessed showcase areas offer a clean display of merchandise, while a trellised ceiling and linear architecture is framed down the middle of the store by a two-tiered black wooden display, creating a ‘runway’ designed to feature new products.

the store makes use of unusual designs for its ‘hot zone’  display areas, including exposed clothing bars, tiered shelving and circular stages, and 360° mannequin displays, all designed to recall the feel of a runway show. the performance-like feel of the space is enhanced with hanging sculptures and an LED light installation composed of 100 silver globes.

entryway into the storefront

rendering of interior

additional rendered view

view of cashwrap, with touch information screen visible at front left

interior photograph

‘hot zone’ table