DiEGO store by de:sign, Tokyo – Japan

March 21st, 2014 by retail design blog

What they sell, the only thing that they sell is a small collar keeper only 5cm tall and 1.5cm wide. This shape memory collar keeper is designed to shape and form your collar to however you desire. A laid back space was desired so that customers can come in, find their type of collar, take their time to create and discover their own form of shape. Away from the busy streets of Tokyo, here you can find and discover your unique shape of collar, just the way you like it.

Different shapes of collars are lined up like specimens in a cabinet where a special glass film is used on the surface. Depending on where you stand, the direction or angle you are looking towards, your field of vision will become transparent or opaque. This special glass film creates a moment of “clarity and focus” and at the same time the exact opposite, “uncertainty and
blurriness”.

We humans unconsciously move our eyes to create a certain focus or sometimes gaze into space and perceive all kinds of information. By intentionally designing this sense of discomfort in the motion of perception, and encouraging a “want” to “see” created a distortion in how we observe and recognize an object or space. This space was designed to appeal to one’s senses through a bit of an extraordinary experience.

Designed by Daisuke Yamamoto / de:sign










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