FutureBrand UXUS was commissioned to design a space for Amostyle, a newly rebranded label by established lingerie brand Triumph launched in LaLaport shopping center, Yokohama. FutureBrand UXUS was tasked with developing a contemporary, interactive store in order to engage a younger market with a physical retail space.
By implementing an innovative zoning strategy, FutureBrand UXUS has created a consistent narrative - guiding the customer through the space to various focal points where they can trial, create and buy. Visible through the main window is a framed "stylist's stage" displaying the latest collections in creative combinations. Once inside the boutique, the customer can wander between the allocated 'dwell' and 'impulsive' areas. Designed to encourage clients to spend longer periods of time relaxing and experiencing the space, a 'dwell' area prioritizes comfort and interaction, whilst an 'impulsive' area uses more localized display units to prompt spontaneous purchases.
The most important task was to convey the Amostyle's messaging through the store design - FutureBrand UXUS has used a mixture of industrial and natural materials, including terrazzo, concrete, and plywood, to give the store a contemporary feel with a feminine touch. The color palette employs different shades of pink, from dusty to fluorescent, and soft pastel hues to instill a playful, youthful vibe. Decorating the space with houseplants, round cushions, and pendant lighting, FutureBrand UXUS has aimed to replicate the atmosphere of a New York loft.
FutureBrand UXUS has implemented a selection of features within the store that maximize customer engagement. The studio has developed the concept of an aspirational 'living' look book - an interactive display unit that functions as a three-dimensional mood board. Complete with an iPad showcasing the latest collection and lifestyle elements including styling tips and opportunities for cross-merchandising, this display system provides a curated capsule of inspiration for the customer.
FutureBrand UXUS has also incorporated digital features and flexible display units into the design in order to reimagine the space as a living environment, one that can adapt over time. For the final steps in the design process the studio has considered how it could incorporate luxury touches that can be sustained beyond its involvement, for example, suggesting how staff interaction can complement the client's overall shopping experience. The dressing rooms feature a heart-shaped light for customers to call for assistance, and considerately positioned hooks for sales assistance to discreetly leave new sizes or designs outside whilst a customer is changing.
Photos: Courtesy of Amostyle Japan