In a world of uncertainty and an evolving e-commerce landscape, where does the physical retail space retain relevance? From over 40 years designing retail interiors, who else is more equipped to answer this question and predict the future? Masamichi Katayama from Wonderwall, of course, who also happened to design AMBUSH®’s first physical space: AMBUSH® WORKSHOP. Situated in Tokyo’s Harajuku neighborhood in the heart of Shibuya, the store’s unassuming entrance leads you through a white portal that opens into the world of AMBUSH®, from a floating counter to adaptable and interchangeable shelves and tables that supports the ever-evolving and unlimited creativity found inside. We speak with Katayama on AMBUSH® WORKSHOP’s design concept, and his thoughts on the importance of physicality in retail — and where it stands in the future.
A physical store is a place where you can experience the brand’s world with all five senses. With the rise of the internet, the importance of real, in-person experiences has only grown stronger.
When designing the AMBUSH® WORKSHOP, we ensured the layout had flexibility so it could continuously accommodate the evolving creativity and challenges of VERBAL and YOON.
My favorite element in the AMBUSH® WORKSHOP is the large counter that seems to float in the space.
The materials and textures within the store are crucial, as they not only harmonize with the items placed there but also communicate the brand’s worldview. Here, we deliberately chose solid elements to highlight the creations on display.
The design inspiration came from conversations with VERBAL and YOON. It was clear from the start that the creations presented here would always reflect who they are, so the space needed to serve as a “vessel” to receive and hold that.
This year has been irregular even for creators. At my company, there was a period when staff had to work remotely, but my own working style remained unchanged. Communication methods have diversified, but I believe it’s best to actively adopt what proves to be useful.
Looking ahead, I think the future of physical stores lies in how much they can provide experiences unique to that specific place. That’s something both the brand and the designers of the store need to think about more deeply than ever.