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Brief Published: 14 Dec 2011

The Catalog Shop


Japanese architects Nendo has designed an unusual debut destination store in Beijing for Hong Kong-based fashion brand Catalog, with a 3D cut-and-paste aesthetic that echoes the pages of a printed catalogue.

A series of frame-like, illuminated openings lead into tunnels through which consumers navigate their way through the narrow store. Mirrors lend the illusion of never-ending pathways, and products are highlighted in glossy frames, simulating the pages of a catalogue.

The concept originated with the window – deemed the most important part of the store – and was then replicated throughout the space.