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Japanese design studio Nendo has designed a flagship store for Hong Kong-based sports fashion wear shop CATALOG in Beijing, China. Here is a description from Nendo, “The company’s name, CATALOG, reflects its philosophy: treating brands with different outlooks equally, and actively suggesting ways of coordinating items from different brands to its customers.
We wanted to recreate the specificity and attraction of a catalogue in our store design. A store’s ‘face’ is its windows. We ‘copy-pasted’ the store window over and over again, creating a spatial experience similar to flicking through the pages of a catalogue. The entire store becomes a series of show windows, and every item is in the spotlight.”
Photography: Daici Ano