MEDICOM TOY PLUS's New Theme: “NATURE & FUTURE” | MEDICOM TOY
MEDICOM TOY | MEDICOM TOY
MEDICOM TOY, a brand that continues to transmit cutting-edge art and toys to the world, has opened its special concept store, "MEDICOM TOY PLUS," at a new location on the B2 floor of the Omotesando Hills West Building on February 11th. The renovated store, themed "NATURE & FUTURE," creates an unprecedented space where the retro-style interior and numerous plants soothe the soul, while cutting-edge digital displays stimulate the mind. Here, we report on the preview event held the day before the opening. *This report was conducted before the official opening, so some details may have changed.
Text by SHINNO Kunihiko | Photographs by MAEDA Akira | Edit by TOMIYAMA Eizaburo
A Harmony of Plants and Digital Displays
The renovated store has relocated to the B2 floor of the Omotesando Hills West Building. As you descend the stairs, you'll find the "MEDICOM TOY PLUS," which is significantly more spacious than before.
The left side upon entering the store is the "NATURE" themed zone. Under a high ceiling, various indoor plants of different sizes are arranged, and toys, primarily BE@RBRICKs, are displayed at regular intervals. In addition to current products, there is also an archive zone showcasing items previously released by MEDICOM TOY PLUS, serving a museum-like role.
Globally, various policies are being implemented towards the "SDGs (Sustainable Development Goals)," aiming for achievement by 2030. Encouragement is given to foster a sense of cherishing nature in our daily lives through cultivating plants. The coexistence of toys and nature. Here, a glimpse into the future of lifestyles can be seen.
In contrast, the right side is the "FUTURE" themed zone, with a white-based, futuristic design. The newest items and the cashiers are located at the far end.
A striking feature is the projection mapping displayed on a wall adorned with six white BE@RBRICKs. The display begins at regular intervals, showcasing patterns where spray nozzles appear and spray colorful paint onto the BE@RBRICKs, or patterns where they dance to music. Furthermore, these visuals dynamically interact with the transparent screen above, embedded with BE@RBRICKs on the floor, and the imagery on the display stands for products. This is a cutting-edge digital presentation that makes shopping even more enjoyable.
Also captivating is the giant BE@RBRICK located beyond the entrance. Looking closely at the heart-shaped pedestal inside its body, one can see a mysterious scene where a drill-like tower is entwined with a black liquid, resembling a chocolate fondue.
This is known as "ferrofluid art," created by Sachiko Kodama, an associate professor at the University of Electro-Communications and a media artist. It utilizes the spike phenomenon (formation of protrusions resembling horns) that occurs when a fluid, made of fine iron particles dissolved in a special oil, reacts to magnetic force. The permanent exhibition of such cutting-edge art is also characteristic of MEDICOM TOY PLUS.
To commemorate this relocation and opening, limited edition commemorative products were also released. These included the "BE@RBRICK MEDICOM TOY PLUS BLACK CHROME Ver. 100% & 400% / 1000%," "HAyU Wire BE@RBRICK 400% & APPLE," and "MY FIRST BE@RBRICK B@BY MARBLE Ver. 100% & 400% / 1000%," among others, available in-store.
From Omotesando to the world – going forward, this store will continue to offer a variety of attractive items alongside a luxurious space as MEDICOM TOY's special concept store.
Experience the "NATURE & FUTURE" that the new MEDICOM TOY PLUS is weaving.
MEDICOM TOY PLUS Address | 4-12-10 Jingumae, Shibuya-ku, Tokyo Omotesando Hills West Building B2F Business Hours | 11:00 AM - 9:00 PM (Sundays until 8:00 PM) Regular Holidays | Open year-round TEL | 03-3479-5555 *Business hours may change depending on the spread of the novel coronavirus infection.
