The shop design for by | n, an original brand with all nendo-designed products located in
the Seibu Sogo department stores in Tokyo’s Ikebukuro and Shibuya, and in the
Yokohama Sogo department store. BACKYARD refers both to a shop’s storage space or
loading dock and a tiny paradise for children, an outdoor space for free play. We wanted to
combine the novelty of the commercial back yard, in which new products arrive straight
from the workshop, with the excitement of playing in the back yard at home. Simple white
fixtures bring out the rich variety of the different products, and the plinths and stands’
plywood texture appears gradually towards the base. Most shops hide the plywood base of
their fixtures under licks of paint, so showing it like this brings the shop’s ‘backyard’ into
the shop itself, casually and nonchalantly creating a link between the hidden world of
production and the shopping experience. We thought this design would offer a tantalising
glimpse into the back of the shop, and provide a space that’s truly appropriate as a BACKYARD.
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