Learn from Rikiya Amberuoka, the art of store design. What is the charm of Woolrich's new store?

Learn from Rikiya Amberuoka, the art of store design. What makes Woolrich's new store so appealing?

There is a saying, "God is in the details. It means that by paying thorough attention to detail, a work of art will be refined and will remain in the hearts of many people. The same can be said for fashion and store design. WOOLRICH OUTDOOR LABEL DAIKANYAMA, which opened this past December in Daikanyama, Tokyo, is the work of Rikiya Toshioka of Mowbray Works, who specializes in woodwork. We asked Mr. Torioka himself to show us around the store, which uses an abundance of wood and pays close attention to even the parts that are not visible.

Photo_Yuya Wada

Edit_Yuichiro Tsuji,. Ryo Muramatsu

A space that is cozy but somewhat removed from reality.

In addition to clothing from Woolrich and Woolrich Outdoor Label, the store also carries outerwear made in collaboration with Emme Leon Doré.¥103,400

Warmth, calmness, and exuberance. The mood you feel when you enter the store is the result of a collection of detailed designs. It was all envisioned in Mr. Yellowtailoka's mind. After we had finished our tour, we were impressed by what he had to say.

I work on store interiors and house interiors, but unlike a house, a store can be completely different. I think that is the charm of store design. I try to create a space that is comfortable but somewhat removed from reality, something you cannot feel in everyday life. I hope this will lead to an uplifting shopping experience.

Mr. Yellowtailoka wears a piece that is a mix of hunting jackets from the 40s and the 90s.¥68,200

Nature in the inorganic landscape of the city. The store, which embodies the "coexistence of the warmth of nature and the city" created by the Woolrich Outdoor Label, is a luxurious space, but it also feels like a place where one can reset one's mind. When I finally asked Mr. Uburioka, "What do you want your customers to feel?" he responded, "I want customers to feel what I want them to feel.

The number of clothes here is small compared to the size of the store, so you can take your time and enjoy a luxurious time here. We put all of our energy into various areas, and we were particular about the parts you can't see, so I would be happy if visitors can experience the store through all five senses, and when they go home, they think, 'I'm glad I went to that store.