Descente Group operates many

Its subsidiary brand Descente also has the right to produce and sell many brands in Asia, such as arena, Le CoQ sportif, Umbro and so on.

Last year, it set up a Descente Blanc sub brand, the main symbol of the city.

The basic style of clothing is mainly leisure sports, including men's wear and accessories.

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There is nothing new about this brand. You can even think of it as another UNIQLO.

However, Descente group seems to hope that the new sub brand can be different from other sports apparel lines of the company. Therefore, in the store design, Schemata was specially designed to emphasize a "blank blank" shop design concept. All shops have retained a large blank in the repair and repair to create a unique sense of coldness different from the ordinary sports brand.

Schemata, who is responsible for design, is a design office in Tokyo.

They have a lot of experience in the design of commercial space. The design work of Blue Bottle Coffee in Tokyo area is also done by them. They have also handled the design of Today's Special, a Kyoto gift shop we have reported before.

Blue bottle Shinjuku store

Schemata is always concise in store design. They strive to create bright, open and easy to communicate business space with simple lines and uncomplicated colors.

In the shop designed by Schemata for Descente Blanc, the style of Schemata is also extended.

Descente Blanc

In the new store of Descente Blanc in the new pellet building of Tokyo, Schemata designed a special lifting device for Descente Blanc.

It's just like a common automatic lifting hanger, but all the clothes in this shop are hung on these clothes hangers. They occupy the entire ceiling. In the display of the shop, you can only see simple model cashiers, fitting glasses, stools and a few clothes.

The designer thinks that this design method is pparent to the hidden service process.

Usually we go into the shop and choose clothes that we want to try. The salesman goes to the warehouse to find the right size.

However, in Descente Blanc, you can see the salesperson find the clothes you want, and then use the automatic lifting device to drop it to you.

Schemata is deliberately trying to present this process to customers. They believe that this is a way to build interaction between goods and consumers.

In addition, this design has also solved the problem of store inventory well. Those clothes stored in the warehouse have been hung out in the store, and more clothes can be stored in the store space.