atelier write showcases gender neutral apparel collection
ATELIER WRITE has completed the display installation for sports footwear and apparel brand New Balance to showcase its newest collection ‘Uni-ssentials’ in Tokyo, Japan. The store design spatially encapsulates the brand’s attempts to explore the essence of gender neutrality by presenting a dynamic series of sloping display structures that recall metal scaffolding with angles that engagingly visualize the collection’s wide range of inclusive sizes. Instead of organizing clothes in ways that emphasize their individual characteristics, the showcases follow the hemline of the jackets in an abstract slope and separates them based on color alongside shoes and other accessories for a cohesive display.
all images by Kenta Hasegawa
sloping scaffolding emphasizes the range’s values
New Balance’s new apparel comes in only one standard size without differentiation between gender, and each item is adjusted so that it can be worn at the optimum length and width by all body shapes. Japanese studio ATELIER WRITE’s exhibition equally centers on spotlighting the variation between the size pitch by enhancing the items’ presence along sloping display structures with abstracted angles. Underneath the hung jackets, the collection’s footwear, which was originally designed for trail running along unpaved paths, also is decidedly displayed on the slope without a horizontal surface to allude to its use.
The scaffolding displays were assembled by tilting the support columns using a flexible jack base. The direction of the resulting slope further sits in harmony with the public artwork White Pulse by Kohei Nawa which is displayed at the rear of the store. The versatility of the materials used also granted the brand and design team a level of flexibility, by enabling the units to be easily separated and relocated to other floors or configurations during the exhibition period.
all sizes were displayed and the size pitch was replaced with a slope
the exhibition design encapsulates New Balance’s new range’s values of inclusivity
footwear displayed below the clothing, as though ascending a running trail
the showcase recalls tilted metal scaffolding
flexible jack base for slope
the units can be separated or displayed together
project info:
name: Uni-ssentials
designer: ATELIER WRITE
lead designer: Takuya Sakamoto
client: New Balance
construction: TANK
location: Tokyo, Japan
completion date: 2023
photography: Kenta Hasegawa
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edited by: ravail khan | designboom
