nendo: CATALOG flagship store, beijing

CATALOG by nendo architects all images © CATALOG by daci ano

japanese architects and design studio nendo has developed the retail space concept for the flagship store of CATALOG, a hong kong-based sportswear and sneaker company. located in beijing, the new space reflects design themes found within a fashion catalog. each brand is appreciated equally by the company– every item spotlit throughout the space. one enters the store through a bright show window doorway with ‘CATALOG’ scrawled across the top. the window then exists as a series, illuminating a pathway through the store, as if copy-and-pasted, creating a cohesive spatial experience as the the shopper wanders through the shop, examining each item as if flipping through a catalog.

each item within the store is spotlit

the products are featured not only highlighted by light, but also by their highly-glossed frames

passing through each doorway is as if you are passing through the store’s façade

alternate view of a CATALOG doorway

CATALOG’s emphasis on sneakers has been appreciated through out the store’s design

alternate view

the repetition of both the storefront, framing and furniture, beginning with the store front, creates a continuity similar to viewing a fashion catalog

the store front