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OTSUKA GOFUKUTEN KIMONO STORE: A NEW CONCEPTION OF TRADITIONAL GARMENTS

This modern kimono shop is the second project of Japanese designer Yusuke Seki for brand Otsuka Gofukuten, where he organically combined clothes with concrete and green layered glass.

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First store of Otsuka Gofukuten – a clothing brand, whose name means alternative name of kimono – was also designed by Seki.

This store is the second one of the company. It is located in Kobe, western Japan.

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The designer decided to make a contemporary aesthetic in order to help the company introduce traditional garment into everyday clothes of a modern person.

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“Nowadays people tend to wear kimonos only on special occasions, but this store challenges this preconception by promoting the wearing of kimonos as part of a modern daily fashion routine,” says Seki.

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Rolls of fabric that is used for making kimonos are showed being partially unrolled on glass and wooden plinths. Tops of the islands are covered with sheets of green hatched glass that symbolizes the layers of kimono fabric.

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As the designer explained, coarse materials were used for contrast with sophistication and softness of fabric.

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The assortment is placed according to their prices on three levels. The cheapest items are showed in wooden trays on low islands, and expensive items are displayed on the higher units.
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Items in average price are displayed on two shelving units from floor to ceiling that are placed between the display area and main shop floor.

These wooden units partially form a screen between the premises – this arrangement roots traditional Japanese shop design.
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“It was inspired by a Japanese historical element of facade called Noren, a semi-indivisible fabric with a divided curtain,” said the designer.

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A small concrete cash desk borders a fitting room by one side and the other one rests against a column with pegs for hanging clothes.

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A backdrop for the shop front display is created by two concrete surfaces. When the shop is opened, the showcase features mannequins, several small wooden blocks and pieces of fabric.

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Store signage is carved on one of two metal supports, which form a framework for the shutters.

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