ATELIER WRITE repurposes steel racks into clothing stands for new balance’s retail dispay

tilted fixtures highlight the collection’s inclusive and gender-neutral clothing pieces.

@atelierwrite edited by christina vergopoulou October 3, 2024 3 min

ATELIER WRITE designs displays for New Balance’s FW24 collection

The display for the Uni-ssentials by TDS FW24 capsule collection continues to explore the essence of gender neutrality, a concept already introduced by Takuya Sakamoto and ATELIER WRITE in previous retail installations for New Balance’s lifestyle brand, TOKYO DESIGN STUDIO. In this iteration, various sizes of retail racks showcase clothing items, with tilted fixtures designed to align with the garments’ hems, visually emphasizing the collection’s gender-neutral approach. For the display setup, ready-made steel racks have been repurposed into clothing stands, enhanced with a rainbow interference finish achieved through a chromate treatment process.

ATELIER WRITE repurposes steel racks into clothing stands for new balance's retail dispay - 1 — all images by Kenta Hasegawa

tilted racks showcase New Balance’s gender-neutral clothing

The steel racks’ finish, inspired by the blurred photographic prints on the clothing, offers a unique visual effect. The use of non-toxic trivalent chromium ensures the display is both aesthetically striking and sustainable, aligning with contemporary environmental standards. Additionally, the design by ATELIER WRITE, led by architect Takuya Sakamoto, extends its focus on material efficiency by incorporating scraps from the clothing racks to create a shoe display. This design approach further reflects the collection’s ethos of combining form and function with sustainability.

ATELIER WRITE repurposes steel racks into clothing stands for new balance's retail dispay - 2 — steel racks were repurposed and enhanced with a rainbow interference finish for a striking visual effect

ATELIER WRITE repurposes steel racks into clothing stands for new balance's retail dispay - 3 — tilted fixtures highlight various clothing sizes, reflecting the collection’s inclusive approach

ATELIER WRITE repurposes steel racks into clothing stands for new balance's retail dispay - 4 — scraps from the repurposed steel racks were used to create a matching shoe display

ATELIER WRITE repurposes steel racks into clothing stands for new balance's retail dispay - 5 — ATELIER WRITE’s design merges function with sustainability, aligning with the Uni-ssentials collection

ATELIER WRITE repurposes steel racks into clothing stands for new balance's retail dispay - 6 — each display rack is carefully angled to highlight the varying garment lengths

atelier-write-new-balance-retail-dispay-tokyo-designboom-1800-2 — the design balances aesthetics with sustainability, as seen in the creative reuse of materials

ATELIER WRITE repurposes steel racks into clothing stands for new balance's retail dispay - 7 — the display design echoes the blurred photo prints on the garments, adding depth to the retail space

atelier-write-new-balance-retail-dispay-tokyo-designboom-1800-3 — the steel racks’ rainbow finish mirrors the playful and vibrant visual identity of the clothing line

the chromate-treated finish, inspired by blurred photo prints, adds a dynamic aesthetic to the clothing display

project info:

name: Uni-ssentials by TDS New Balance FW24
designer: Takuya Sakamoto / ATELIER WRITE

client: New Balance Japan

construction: studio HOHO

cooperation: Sakura General Surface (Chromate Treatment)

location: Dover Street Market Ginza / Ginza Komatsu West Wing, 6-9-5 Ginza, Chuo-ku, Tokyo

photography: Kenta Hasegawa | @kentahasegawa

designboom has received this project from our DIY submissions feature, where we welcome our readers to submit their own work for publication. see more project submissions from our readers here.