Coach brand hired NY-based OMA to design their brand new flagship store in Tokyo, Japan. Taking up the first two floors of the building, the store has a prominent corner location so the facade was key to the design.

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The facade is made up of 210 stacked display boxes that run horizontal and vertical to form a herringbone pattern. The boxes will be used to showcase the Coach merchandise, making the goods part of the facade as well.

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It almost looks like a game of Tetris!

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Each window panel frames a separate view of the outside.

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OMA also designed the central staircase with its “floating” tower of display cases.

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105 acrylic display units encase the stairs helping to draw the customers to the upper level.

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Building the displays into the exterior walls and around the central point of the space keeps the customers surrounded by merchandise, while at the same time keeping the floor clear.

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Photos by Iwan Baan.