CHOOSEBASE SHIBUYA

“CHOOSEBASE SHIBUYA” is the first media-type OMO store (*) in the department store business format opened by Sogo & Seibu Co., Ltd. The purpose is to create a new retail business through collaboration with the D2C brand, which has fully renewed the Seibu Shibuya store parking building 1F and is supported by millennials and generation Z.

Customers who visit the store can enjoy a new shopping experience that combines online and offline on their smartphones in an immersive space. This time, the EC site will be opened at the same time as the real store, and a new shopping service will be proposed, including a sales format in which products purchased online can be received at the store. Using cutting-edge technology such as AI cameras, we also provide store owners with data that can be used for test marketing, product planning, and service improvement.

* OMO store = A store format in which customer, product, and inventory information is unified between stores and EC

This is a new business based on the idea that creating a place where new generations of customers and new brands can meet is the way a new department store should be.
While it is a media-type OMO store that utilizes the latest technology to amplify the editorial power unique to department stores with the power of technology, it is also a place where people can experience human consumption without relying too much on technology. Based on the keyword "editing", I aimed to build a world view with margins.

The entire store has a spatial configuration in which two thick conductors cross each other, and by tapering slightly from each entrance toward the crossroads, the sense of immersion is enhanced. Four areas called "BASE" are adjacent to the crossroads, and each has a unique material within a common worldview.
Taking advantage of the existing characteristics of a semi-basement with a low ceiling, the assorted colors give a hint of the future by intentionally eliminating the warmth of the blue painted floor in a one-color world with no chroma. It is
The two aisles are drawn to the back by lines of light that draw organic curves, and the galvanized steel panel with a gradation from silver to blue is reminiscent of Blue Moment, creating a mischievous atmosphere unique to the location. also offers a special experience.


<Our project members>
[Sales/Project Management] Hiroshige Sakimoto
[concept design /Basic Plan] no.10: Nao Kameda, Shohei Suzuki, Jun Watanabe
[schematic design /Detailed working drawings / interior administration] No.10: Nao Kameda, Shohei Suzuki, Atsushi Watanabe
[Production and construction] Taishi Watamoto, Katsuhiko Kurokawa