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Professional Interior Design Category Award: Grand Prize

Yusuke Hara (Japan)
Name of work: scramble×perspective

Overview / design concept:
This is a proposal for creating a store space where multiple brands can mix harmoniously while each at the same time retains its own brand identity.
It uses the laws of perspective to decide the size of the display fixtures, such that when the visitor stands at the focal point of the display, they are surrounded by a single brand.

Although the fixtures at first appear to be scattered at random, this arrangement broadens the possibility for different combinations, with the ultimate goal of regaining a sense of unity and coherence for each brand within a certain area of space and time.

As the visitor traces the paths between different fixtures, they are able to encounter clothes that they had never considered before. My hope is that this approach will create brand intersections that give rise to new fashion coordination ideas.

Impressions on winning the award:
I am deeply honored to have received this award.
In considering this design, I was seeking to explore the range of store types only the World Company could build given the large number of brands in the company’s portfolio.
As I thought about ways of mixing different brands together in ways different from those used by department stores or select shops, and ways to mix them without losing the sense of coherence of each, I finally arrived at this idea using the laws of visual perception.

My hope is that this design will enable each brand to present its own unified expression, even if for just an instant, as visitors pass through the spaces of the store.
I am looking forward to making every effort to realize this design concept, enabling all who visit to actually enjoy this experience.
I would like to express my deepest thanks to the WSCA jury and members of the World Company team for providing me with this extraordinary opportunity.

Profile: Yusuke Hara Born in Yokohama in 1978 Graduated from Department of Architecture, Waseda University in 2001 Received his master’s degree from Waseda University in 2003 Joined A. Kuryu Architect & Associates Co., Ltd. in 2003 Joined nendo Ltd. in 2006 Established design kit in 2007 Previous awards: SD Review 2003 award winner for a design for the Izu Museum of Art Additional designs of note: physical-STN Sports Gym, Roppongi, Tokyo for.R Osteopathy Center, Kinshi-cho, Tokyo

*Interviewed in 2009

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