Lumsden Designs Eighth MoMA Design Store at LOFT, Japan

Lumsden Designs Eighth MoMA Design Store at LOFT, Japan

Lumsden has designed the newly opened MoMA Design Store in Tokyo's Ginza shopping district. The new concession is the eighth Design Store for MoMA and comes ahead of the institution's reopening in New York later this year following an extensive overhaul.

The new Ginza concession occupies 596 square feet at the base of the third-floor escalators within the LOFT department store, ideally positioned near the central customer pathway ensuring maximum visibility for the brand. The store design follows a tri-zonal layout with two L-shaped modular display fixtures anchoring the space. Against a backdrop display featuring MoMA prints, the effect is a symmetry that is echoed throughout the space, beneath a bold central hanging Design Store sign that can be seen from all perspectives on the floor and from the escalators.

Continuing the symmetrical layout, all display furniture has received bespoke treatments by Lumsden Design to create a cohesive material palette in line with MoMA's recognisable pared-back aesthetic. "We wanted to build on MoMA's established material palette with a visual texture," explained Gabrielle Milner, Senior Designer, Lumsden Design. "By adding fluted glass to display shelving we were able to expand the material range while retaining a sense of space and transparency for customers."

Lumsden worked with MoMA's merchandising team to plan a bespoke display layout that places the curated range of products at the centre of the retail space. In keeping with MoMA's style, the overall design is clean-cut and refined. Display furniture features blonde wood supported by a minimal black linear framework allowing the products to stand out.

The merchandising plan led to the development of tech tables, adapted from the original furniture designed for the MoMA Daimaru Store. These tables flank the central zone, displaying high value items beneath clear acrylic cases with integrated lighting and concealed cabling to maintain a clean look.

Photos: Courtesy of Lumsden

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