WONDERWALL

Drawer is a fashion boutique specializing in women’s clothing. Wonderwall has been in charge of the brand’s store design since its founding in 2003. We were asked to once again work on one of their stores with the brand’s new director, Mr. Masaki Matsushima.
The term passage came up during our conversations with Mr. Matsushima, and the idea behind it served as an inspiration for the design of this project. A passage refers to the covered shopping streets in Paris built using iron structures during the early 19th century.
Inspired by the idea of the passage, we designed the store so that visitors first walk into a “walkway” or a “passage” that stretches 15 meters over the entire length of the store space. While the passage features an array of merchandise on display, a glass showcase at the entrance prevents visitors from going directly into this area. To reach the passage, visitors must turn right at the entrance and walk through a small corridor with alcoves to arrive at the central area of the boutique facing the street. From here, they can walk through another corridor to finally reach the passage that was previously visible at the entrance.
The store’s intricately layered circulation plan creates a dynamic sequence in which visitors are constantly introduced to various merchandise. The idea behind this concept was to recreate the exciting experience of discovering new stores while walking through the covered passages of Paris.

Drawer Futakotamagawa: 1F, Tamagawa Takashimaya S-C Main Building, 3-17-1 Tamagawa, Setagaya-ku, Tokyo ,Japan