OVERCOAT Tokyo Store by Atelier Write: Seamless Fusion of Studio and Retail
Innovative Tokyo store merges fashion studio with retail, showcasing craftsmanship, transparent design, and immersive experience for OVERCOAT enthusiasts.
Architects: Atelier Write
Located in Minato City, Tokyo, the OVERCOAT Tokyo Store by Atelier Write embodies a refined blend of fashion studio and retail space. Spanning 75 m², the store serves as both the Japanese base for the New York-born fashion brand OVERCOAT and its first directly managed retail outlet in Japan. Completed in 2023, the project was designed to bridge the creative process in New York with Tokyo’s local clientele, providing an immersive brand experience.
Design Concept: Transparency and Improvisation
The concept prioritizes transparency, allowing visitors to experience the meticulous process behind garment creation. Renowned designer Ryuhei Oomaru, a celebrated pattern maker and consultant to top international brands, influenced the design to reflect the craft of clothing construction. Instead of a conventional commercial interior, Atelier Write crafted an improvisational space that maximizes the existing structure while showcasing the textures and character of the original concrete frame.
Materiality and Interior Strategy
Reusing and reinforcing the steel base of the existing ceiling, the team incorporated functional elements for hanging stock, sample pieces, and fabrics. The floors, walls, and ceilings remain largely untouched, preserving the authenticity of the industrial framework. Stock rooms and fitting areas are subtly partitioned using wires and suspended fabrics, maintaining visual openness.
Inspired by garment-making techniques, double clips and aluminum angle guides were integrated into storage and display units, allowing for functional organization while reflecting the brand’s attention to detail. The interior balances practicality and aesthetics, accommodating secondary materials in visually distinctive ways without overwhelming the space.
Customer Experience
The OVERCOAT Tokyo Store invites customers to engage with the brand directly. Visitors can explore the studio, interact with the creator, and purchase garments in a setting that feels open, transparent, and unbound by traditional retail constraints. This approach aligns with the brand’s philosophy of craftsmanship, making every visit an authentic and intimate experience.
Manufacturers and Construction: ENDO Lighting Corporation, ITC, Ishinomaki Laboratory, Karimoku New Standard, Kvadrat, Magis, Negurosu Denko, SANKO METAL INDUSTRIAL CO.LTD; Construction by Mitsui Takaaki.
Design Concept: Transparency and Improvisation
The concept prioritizes transparency, allowing visitors to experience the meticulous process behind garment creation. Renowned designer Ryuhei Oomaru, a celebrated pattern maker and consultant to top international brands, influenced the design to reflect the craft of clothing construction. Instead of a conventional commercial interior, Atelier Write crafted an improvisational space that maximizes the existing structure while showcasing the textures and character of the original concrete frame.
Materiality and Interior Strategy
Reusing and reinforcing the steel base of the existing ceiling, the team incorporated functional elements for hanging stock, sample pieces, and fabrics. The floors, walls, and ceilings remain largely untouched, preserving the authenticity of the industrial framework. Stock rooms and fitting areas are subtly partitioned using wires and suspended fabrics, maintaining visual openness.
Inspired by garment-making techniques, double clips and aluminum angle guides were integrated into storage and display units, allowing for functional organization while reflecting the brand’s attention to detail. The interior balances practicality and aesthetics, accommodating secondary materials in visually distinctive ways without overwhelming the space.
Customer Experience
The OVERCOAT Tokyo Store invites customers to engage with the brand directly. Visitors can explore the studio, interact with the creator, and purchase garments in a setting that feels open, transparent, and unbound by traditional retail constraints. This approach aligns with the brand’s philosophy of craftsmanship, making every visit an authentic and intimate experience.
Manufacturers and Construction: ENDO Lighting Corporation, ITC, Ishinomaki Laboratory, Karimoku New Standard, Kvadrat, Magis, Negurosu Denko, SANKO METAL INDUSTRIAL CO.LTD; Construction by Mitsui Takaaki.
All photographs are works of
Kenta Hasegawa
