wonderwall’s vegeo vegeco nezu store in tokyo draws upon old japanese utilitarian shops

based on a traditional grocery store, wonderwall /masamichi katayama have designed the new ‘yaoya’ fruit and vegetable shop in tokyo to embody an honest and authentic philosophy. the minimal nature of the design allows the colorful produce to invite customers into the humble street entrance.

the scheme is based on a traditional grocery store

the overall goal of wonderwall was to create a minimalist space that was directly influenced by the power of the vegetables which are shipped directly from the kyushu region. the design draws upon the simple, fiercely utilitarian stores of japan in the olden days, where the atmosphere was determined by the quality of the products themselves. 

the new ‘yaoya’ fruit and vegetable shop in tokyo embodies an honest and authentic philosophy

through the use of simple wooden crates, the store presents a traditional aesthetic in combination with contemporary elements. a green tiled counter unit is modular and is inserted within the walls to help add a fresh new spin on the simple street store, which strives to reflect honest values and produce. 

the minimal nature of the design allows the colorful produce to invite customers into the humble street entrance

the minimalist space is directly influenced by the vegetables

through the use of simple wooden crates, the store presents a traditional aesthetic

a green tiled counter unit is inserted within the wall

the simple street store strives to reflect honest values and produce

vegeo vegeco nezu, 103, 1-26-5 nezu, bunkyo-ku, tokyo