TODAY’S SPECIAL Futakotamagawa Store

A Unique Retail Experience in Setagaya City

Completed in 2022, the TODAY’S SPECIAL Futakotamagawa Store is a thoughtfully designed retail interior by Schemata Architects led by Jo Nagasaka. Located in the bustling Setagaya district of Tokyo, this 298 m² store offers a simple yet exciting shopping atmosphere that sparks anticipation and discovery.

Design Concept: Everyday Simplicity Meets Market Vibrancy

The store balances an unpretentious, everyday feel with the dynamic energy of a lively marketplace. Fixtures of varying textures, heights, and sizes create an engaging flow and sense of movement throughout the space. This approach brings behind-the-scenes “noise” into the spotlight, resembling the bustle of a traditional marché, inviting customers to explore freely.

Raw Materiality and Structural Honesty

In line with other TODAY’S SPECIAL stores, the design strips away non-essential decoration to reveal the building’s structural skeleton. This minimalist approach highlights the raw, natural materials, creating an authentic industrial aesthetic that celebrates simplicity and imperfection.

Structural Innovation: Red Rust-Proof Steel Frame

The Futakotamagawa store was initially a bare skeleton reinforced with a striking red rust-proof steel frame for earthquake resistance. Instead of hiding this element, the architects incorporated the vivid red frame as a bold design feature, adding vibrancy and structural clarity to the interior.

Enhancing Visibility: The World’s Longest and Narrowest Greenery Store

Despite its prime location near the station, the store’s visibility was limited by exterior louvers and dense greenery. To attract attention, a long, narrow corridor-like space was designed along the windows. This space—dubbed the “world’s longest and narrowest greenery store”—blends retail display with lush plants, drawing in pedestrians and connecting the interior with the street.

New Feature: Coffee Stand to Boost Customer Flow

For the first time in the TODAY’S SPECIAL chain, a coffee stand was added on the second floor. This addition enhances foot traffic and creates a social hub, blending retail shopping with a relaxed café experience.

 A Model of Thoughtful, Authentic Retail Design

The TODAY’S SPECIAL Futakotamagawa Store exemplifies innovative retail architecture that combines industrial materials, minimalism, and vibrant spatial design. The collaboration of Jo Nagasaka and Schemata Architects has resulted in a space that feels both functional and inviting, perfectly suited to the urban lifestyle of Tokyo’s Setagaya district.