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Pininfarina designs a new concept store for Rakuten Mobile

Pininfarina unveils the design of a new concept store for Rakuten Mobile, Inc., Japan’s newest mobile carrier, that opened on May 16th in the popular shopping and entertainment area of Shibuya, Tokyo.
Pininfarina – owned by the global technology giant Tech Mahindra Ltd. – through the application of its multidisciplinary capabilities in architecture and customer experience to the retail industry, gave shape to a one-of-a-kind three-story shop that drives brand values and desirability.
A kaleidoscopic sequence of interconnected spaces allows for different journeys as customers move through the space, creating a unique interior experience that is full of life and energy.

The Pininfarina design starts from a triangular generative and modular element, which exists throughout the entire space, from the graphic of the wallpaper, to the shape of the sitting area and the wood cladding. The triangle represents a simple connective network: starting from the logo, it replicates and connects to itself, similarly to what happens within social communities.
The use of the color magenta generates an energizing atmosphere in which technology merges with light and natural elements; the use of natural wood and bamboo, for example, makes the store feel in tune with nature.
Pininfarina has worked to digitalize all marketing and communication materials, relying on interactive, immersive wall displays.

The first floor is dedicated to the customers’ engagement and the display of smartphones and other devices. Customers can freely browse, or be assisted at the reception desk or while sitting in a comfortable lounge. The second floor is dedicated to product and service purchasing. The design is targeted at new generations, therefore customers are engaged while sitting on a linear sofa, maximizing direct and friendly connection with the store operators. The third floor is dedicated to brand enhancement, allowing premium customers to experience new products and technologies first-hand, in an everchanging environment and/or to pick up items purchased online. A coffee area is also available, providing a place for visitors to pause and rest.
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PROJECT new concept store for Rakuten Mobile, Inc.
ARCHITECTS Pininfarina
LOCATION Tokyo, Japan
YEAR 2020