Mr Porter x Beams installation by Schemata architects
Japanese menswear brand Beams has been on the local market for 40 years now, and they saw the anniversary as a great opportunity to introduce themselves globally. For a short but large-scale international presentation, the teamed up with men's style e-commerce platform Mr Porter, to produce an installation in London, giving a compact overview of the brand. In order to build up more than just a mere pop-up showroom, they invited Schemata architects to create an “effective and powerful” exhibition layout. Schemata translated the brief to a minimalistic form, that allows clothing take centre stage, yet it carries cultural overtones as well.
The space featured a series of metal poles set in concrete blocks, illuminated by fluorescent lighting. The bright, slightly sterile ambiance is modest enough not to distract attention from the goods on display, while it also references the laundry poles commonly used in Asian households for drying clothes. Regarding the number of the poles, Schemata knew no restrictions; in order to complete the “forest of clothing poles” concept, the pipes are positioned at different heights and lengths, leading to a varied landscape of clothing.
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