BEAMS Harajuku Renewal

To coincide with the launch of BEAMS' 50th anniversary celebrations, we were in charge of the renovation work for "BEAMS Harajuku," the flagship store of the men's casual label "BEAMS."
By utilizing the characteristics of the existing building while restructuring the architectural plan, including the renewal of the spiral staircase, a symbolic element of the store, we have created a flagship store space that combines BEAMS' unique worldview with a sense of flow and ease of movement.

This project aimed to enhance the spatial value of the flagship store, a symbol of the brand, to coincide with the company's 50th anniversary. The goal was to create a space that could adapt to the times, providing a customer experience and brand communication while inheriting the history and culture of the store's founding location. In particular, the spiral staircase, a symbolic feature of the store, required a complete overhaul, encompassing design, safety, and spatial presentation.

Taking into account the existing building's structure and historical background, we proposed an architectural plan that embodies the brand's worldview. In particular, the spiral staircase was redesigned while considering the overall flow and visibility of the store, as well as the balance with the spatial design, and was refreshed into a space befitting a flagship store. Furthermore, by creating a spatial configuration that can flexibly accommodate events and diverse exhibition operations, we have realized a store environment that enhances the value of the customer experience and leads to continuous brand communication.