A Single, Simple "White" Encompassing All Complexity

Masato TaniIt was through an introduction by a designer of a brand we carry at STUDIOUS that I first met you, Tanijiri-san. When STUDIOUS was celebrating its 5th anniversary, I thought, "Let's rethink the interior of the STUDIOUS shops and our key color, white," and that's when I met you. After actually meeting and talking, I couldn't quite imagine what would happen if I asked Tanijiri-san (laughs). But I felt that this person could create something new and unprecedented, so I asked him to handle the renewal.

Makoto TanijiriOur first project was the renewal of the Harajuku main store and the opening of the 2nd Harajuku store in March 2012. I recall having about three conversations with you, Tani-san, just on the question of "What kind of white is STUDIOUS's white?"




TaniThat became our shared understanding.

TanijiriWhen you start writing down what white is on a single sheet of paper, diverse interpretations emerge, and eventually, the paper becomes filled with black. STUDIOUS's white is a simple "white" that encompasses all such complexity, yet it is a white that is overwhelmingly different from any other white.

A Renewal That Made Me Think, "Ah, So That's What It Is"

TaniThe point for the interior concept was, "How do we create a space where we carefully select items with intent and convey them properly?" After five years, I realized that the space itself didn't need to be assertive, and I wanted to define STUDIOUS's white in a way that allowed the products to take center stage.

TanijiriSince white is not such a simple concept, the more I talked with you, Tani-san, the deeper my interpretation of the color became.

TaniSo, when the renovation work began, and I first saw the interior designed by Tanijiri-san, I felt a sense of dissatisfaction, thinking, "Huh?" Then, over about a week, as we arranged the products, set up the displays, the staff were in place, and customers started coming in after the opening, I thought, "Ah, so that's what it is." It was only then that I felt a sense of completion.
The new STUDIOUS feels fresh, whether the clothes change drastically with the season or the staff changes. Such a store doesn't become tiresome. I felt the interior wasn't too assertive and would last a long time.

TanijiriThank you. Creating boutique interiors often involves capturing current trends and has a short cycle. While being contemporary is certainly necessary, I approach interiors from an architectural perspective, so I hope they have a longer lifespan.

TaniWhen I talk with Tanijiri-san, phrases like "reminiscent of X from Y place" never come up. That's why I couldn't imagine it at first (laughs). Tanijiri-san handled both the Harajuku main store and the Second Harajuku store across the street simultaneously. I also asked him to renew the flagship women's store in Shibuya Parco and the first street-level store in Minami-Horie, Osaka.

What "STUDIOUS's Personality" Conveys

TanijiriI find it interesting to think about newness within simplicity, a subtle approach. In the world today, when something changes, there's often a strong assertion of "It has changed!" But I believe that by consistently pursuing a single identity, a worldview gradually spreads throughout society without people necessarily noticing. While creating stores that overtly say "We've done this!" is certainly one approach, I felt we needed to deeply understand "STUDIOUS's personality" and adjust our thinking to remain unwavering.

TaniWhen the renewal work Tanijiri-san handled was completed, at first, even the staff wondered, "Is it too simple? Is it okay?" But after we welcomed customers and gradually understood the "intent behind the interior design," the impression changed dramatically. It left a strong impression on me that the staff began to communicate with confidence. We still have several stores left to renew, and the staff are eagerly asking for the interiors to be changed soon.

TanijiriThat's very rewarding.

STUDIOUS CEO Masato Tani x Architect Makoto Tanijiri Dialogue (2)To be continued

"STUDIOUS Jinnan" Opens February 28th (Friday)

The store is spread across two floors. The first floor features the full lineup of STUDIOUS original items, along with an "Incubate Corner" that will showcase emerging TOKYO brands each season as a new initiative, and a "TOKYO SOUVENIR" section offering unique Tokyo fashion accessories for international visitors.
On the second floor, four categories – "Dress," "Traditional," "Sport," and "Mode" – are interpreted and sectioned off according to STUDIOUS's unique perspective. The selected brands include TOKYO brands with high international recognition that have not been carried by existing STUDIOUS stores. An opening installation for "N.HOOLYWOOD COMPILE LINE," which begins its handling with the Jinnan store opening, will be held.