moment design: 'and a', clothing store in yokohama

‘and a’ by moment design, yokohama, japan all images courtesy of moment design

hisaaki hirawata and tomohiro watabe of tokyo-based moment design have recently completed ‘and a’, a store for men, women’s fashion and accessories in yokohama, japan. a wide entrance becomes the facade minimizing opportunities for hesitation as customers enter the shop. an uninterrupted red line, the signature color of the brand, starts at the entry and then zigs and zags between the floor to the ceiling planes, subconsciously leading individuals deeper into the display area. the interior is visually divided in half, with a light colored area near the front entry and a dark room in the back.

a white light initially attracts customers into the open atmosphere to later reveal additional merchandise in a cavernous room beyond which slows the shopping rhythm. containing another range of products, the new scenery provides a welcomed diverse ambience.

(left) red line becomes a rack to display clothes (right) boundary between the light and dark interior with integrated rack

boundary between the light and dark display areas

red line zigs and zags between the light and dark areas

darker display area