torafu architects: minä perhonen natsuminä

‘minä perhonen – natsuminä’ by torafu architects all photos by fuminari yoshitsugu

japanese firm torafu architects created the scenography for an exhibition showcasing garments by fashion brand minä perhonen. located within isetan’s shinjuku main store in tokyo, the theme was ‘natsumina’ derived from the japanese word ‘natsu’ which means ‘summer’. the main feature of the showcase was the yukata, a summer kimono, presented in 10 different fabric patterns, which were dressing the mannequins situated in the central booth of the retail space.

the structural pillars of the unit were enclosed on each side with minä perhonen’s ‘fujinsans’ textile pattern covering them, adding a bold, graphic element to ‘the stage’. products were displayed on shelves that had been constructed from stacking benches of various scales which multi-functioned as seating in which customers could try on geta (japanese wooden clogs).

during construction, mr. minagawa, founder of the clothing label, made hand drawings of ‘choucho’ butterflies, symbolic of his company, which were applied to the walls of the shop. chimes and lightbulbs decorated by hand drawings were also installed to add to this light, airy feeling of a lively summer festival. finally, minagawa also drew the exhibition’s title on the booths as an additional graphic accent, an expression of the importance of working with one’s hands.

the feature of the exhibition was the yukata, a summer kimono

shelves were constructed from wooden stacking benches

booths enclosing structural pillars were covered in minä perhonen’s ‘fujinsans’ textile pattern

details

‘choucho’ butterflies, symbolic of the fashion label decorated the walls of the retail space

hand drawn decorative details

project info:

principle use: display booth production: tokyo studio building site: isetan shinjuku 1f "the stage" total floor area: 77.8m2 design period: 2012.04-06 construction period: 2012.06.12 duration: 2012.06.13-19