As part of the Re-branding project for Japanese suit retailer P.S.FA in Chinese Market, we deal with creating a concept shop representing the brand’s future direction. P.S.FA was born in Japan from 2000, responded for social demands of young suit collection. However, Chinese custom wearing formal suit for business environment haven’t penetrated into Chinese young generation yet. So we tried to change the strict impression of formal suit to more casual letting them come visit freely.
Our first consideration for interior design was given by “Vintage Office + Industrial Factory”, which divided the store space into two parts. So we decided to place named “THE COORDINATE OFFICE” on the center of store, there are series of torsos with a variety of fashion coordination in it, also combining together with fitting rooms. Therefore, it is easy to imagine how to wear the suit coordination and select it for a beginner who wearing suit first time.
And outside spaces of THE COORDINATE OFFICE, named “THE FACTORY”, are the place stacking clothes and accessories adapting to high-volume stock for the experienced customers who could choose by themselves. “THE COORDINATE OFFICE” would be the heart of this brand succeeding as the formal wear brand, “THE FACTORY” would be flexible space representing fresh impression for visitors in every seasons.
Designed by Tomo Yamakawa Design
Photos by Eiichi Kano