Minimalist Retail Store Design: 025S Harajuku Store by ATELIER KHJ

A Fusion of Scent and Space in the Heart of Tokyo

The 025S Harajuku Store, designed by ATELIER KHJ, is the first official showroom in Japan for the Korean scent brand POINTTWOFIVE.SECOND. Located in Shibuya, Tokyo, this retail space redefines the sensory shopping experience through a minimalist retail store design that reflects the brand’s philosophy of ‘time’ and ‘memory.’ The showroom merges architectural form with olfactory storytelling, transforming fragrance sampling into an immersive, interactive experience.

Concept and Spatial Narrative

At the core of the design is the concept of a memory-evoking repository. The showroom is structured as a curated archive of scents, where each fragrance serves as a portal to a past moment, reinforcing the brand’s connection to time and personal recollections. Spread across two floors, the space is intentionally designed to go beyond conventional retail functions, offering visitors a setting where they can engage with scents in a contemplative and meaningful way.

Design Aesthetics: A Minimalist Approach

The architecture embraces minimalist retail store design principles, using clean lines, neutral tones, and carefully curated materials to create a serene environment. Industrial elements such as glass, steel, and concrete blend seamlessly with soft lighting and structured forms, allowing the focus to remain on the sensory experience. The functional fragrance counter stands as the iconic centerpiece, enhancing the interplay between space and scent.

User Experience and Interaction

Unlike traditional retail spaces, the 025S Harajuku Store encourages a deeper engagement with the product. Visitors do not simply browse but instead participate in a ritualistic process of selecting scents that resonate with their memories. The showroom’s layout promotes fluid movement, guiding individuals through different scent experiences in a natural, intuitive manner. This immersive strategy transforms the act of fragrance sampling into a sensory journey.

Redefining Retail Architecture

By integrating scent, memory, and minimalist retail store design, the 025S Harajuku Store reimagines the way customers interact with a brand. This project stands as a testament to how architecture can enhance brand storytelling, offering a space that is not only functional but also deeply experiential. ATELIER KHJ’s design for POINTTWOFIVE.SECOND sets a new standard for retail interiors, proving that a showroom can be more than just a place of transaction—it can be a space of emotion, engagement, and lasting impression.

All Photographs are works of Sun Kim(ATELIER KHJ)