History, Stephen said, is a nightmare from which I am trying to awake
Multidisciplinary studio curiosity has completed the flagship store of streetwear brand hipanda in omotesando, tokyo, combining digital and analogue features. The immersive retail interior brings together architectural elements with AR (augmented reality) and AE (augmented experience) technology in a sequence of spaces, inviting the visitor to look for the ‘host’ of the house, who is revealed through different interactive experiences, some digital and other analogue.
Curiosity has decked the hipanda store façade with the brand’s logo, which ‘jumps’ towards passersby with visual effects displayed through animations. inside, the main room features a play of light in constant motion, while the gallery space introduces products in a constant movement through AR, continually changing the presentation of the displays to bringing attention to the collection. The room’s walls are half-clad in mirrors, blurring the perception between digital and virtual.
photo { Butcher shop specialized in game meat and poultry exhibiting a camel, Paris, 1908 }
