Photos: Takumi Ota 

Tucked on a street at the back of Aoyama in Tokyo, nendo‘s concept for a new beauty store is a blend of skincare ‘library’ and café.

Sketch by nendo

“For a woman to enhance her beauty, a close linkage between inner and outer body care is required. We therefore designed a service and space based on a concept that fuses to the maximum the features of cosmetics with food and drink,” says nendo.

Interactive elements complement the physical in-store experience. Customers are able to browse through information on the various organic cosmetics by using a tablet, while casually testing out products on display and enjoying food and drinks.

The beauty products are also accompanied by QR Codes that allow customers to retain product information in their mobile phones for the possibly of purchasing them online after leaving the store. This minimizes the pressure of having to purchase a tested product on the spot.

Nendo considers the space as a skincare ‘library’ with carefully organized wooden shelves. A ‘self-study room’ feature was added amid the shelves with in-built café tables and bracket lights.

In this aspect, nendo has considered the complex and sensitive nature of beauty products by creating a platform that allows the customer to understand a new product and consider its suitability at their own pace.

Finally, a hidden ‘annex’ across the courtyard is an extended café space that doubles up as premise to hold small events and workshops.

nendo
nendo.jp