The Japanese fashion company BEAMS has been introducing fashion products selected from the world to Japanese consumers for 40 years.

This time, BEAMS in collaboration with MR PORTER, a global leading menswear style and e-commerce destination in London, held a joint show “MR PORTER x BEAMS”, as a part of the “BEAMS JAPAN” project aiming to introduce Japanese products to the world, and we were asked to design the exhibition.

Their request was to create a strong impression to promote their endeavor as well as effectively displaying products.

We took inspiration from traditional clothes drying poles, originally used tosundry laundry at home, and transformed them into new display fixtures.
Arrays of clothes drying poles provoke an image of a good old neighborhood of common people in Japan. Height and length of the pipes are adjusted to create a “forest of clothes drying poles”.
And there we installed fluorescent lamps, which are likewise commonly used items in everyday lives in Asia.

Press data download link

DATA
Title:MR PORTER × BEAMS Exhibition Design @London
Architect:Jo Nagasaka / Schemata Architects
Project team:Ryosuke Yamamoto, Matthieu Darcourt
Address:Edel Assanti, 34a Newman Street, London, GB
Usage:Exhibition
Construction:Collaboration-O (Luuk van den Broek, Kasper Johannes)
Collaboration:PICNIC (event organizer)
Floor area : 1F_127.835m²
Exhibition period:09-10 January, 2016
photo: Ben Broomfield for MR PORTER