Schemata Architects has incorporated a sense of motion into their new shop display for Descente Blanc by using automatic lifting stock-display systems. The store which is located in Tokyo, Japan, Marks Schemata’s Fourth Collaboration with the apparel brand, following a similar approach to previous projects in Daikanyama and Osaka.

The existing ceiling was removed in order to fit the overhead stock which can be lowered and alternated depending on the size and weight of the garments. A sharp distinctive border frames the exterior of the shop and helps to exaggerate the illusory nature of the distinct display.

Schemata Architects aimed to highlight and subvert the original use of a stock room, by presenting this otherwise hidden “service process” as the defining feature and point of interaction between product, customer and worker. This method encourages an inquisitive and playful response from passersby, who can observe the ever-changing interior.

Design: Schemata Architects

http://www.designboom.com/design/schemata-architects-descente-blanc-tokyo-10-13-2016/