What if Colette Paris were in San Francisco…?
When we opened three years ago, fashion was already blended into the entire store’s natural atmosphere, but as we gradually began to carry high-brand clothing, we renovated the second floor to make the clothing stand out more. As a shop with whole lifestyle as its theme, I think that BIOTOP has been on the forefront. Although other shops like ours are becoming more common, I like to think that BIOTOP was on the forefront. And so, we tried to reflect the “forefront” that I feel in the second floor. Image-wise, it’s as if Colette Paris were in San Francisco.
Even though we carry both casual and tailored along with high-brand clothing, we think that your way of browsing the store with its modern interior will change. I consulted with architect Mr. Shin Ohori about it, and used a Mid-Century designed Case Study House as reference. The window pane’s materials, the way the light enters, etc. remind you of a modern home on the west coast of the United States.
As you go from the first floor with its natural cosmetics and pleasant plants to the second floor, your mood changes. There, in the radiant light, BIOTOP’s select clothing is beautifully laid out. My tastes have changed drastically since three years ago, and I intended to show that as best as I could. I’m currently renovating my house as well and it’s turning into an atmosphere similar to this floor. My lifestyle and the shop are completely connected.
We’ve also changed BIOTOP’s logo along with the interior. As with the last logo, I’ve asked Art Director Junichi Tsunoda to do this one as well. I liked the last logo from our opening, which expressed the relaxed atmosphere of the whole shop, but this time I’ve asked him to design one that evokes a little more fashion. I’ve greatly admired and respected Junichi Tsunoda as an Art Direction Master since long ago, and I’ve left everything—from the logo to the photo collections—up to him. That’s why I think it would be best for him to express what he felt when he came to BIOTOP in its font. As a result, it was turned into a simple logo with our current feelings condensed into it.
Clothing not carried in other shops carried at BIOTOP.
I want to keep on taking in brands that I think are good, and to shuffle them around. I’m aiming at creating a store where edgy, casual; and tailored as if they were “wild-life-tailored”, co-exist and you can browse them with a refreshed feeling in BIOTOP’s interior and atmosphere. People who love fashion will come all the way down to BIOTOP in Shiroganedai to enjoy the BIOTOP atmosphere. I’m excited just thinking about it.
熊谷とのコラボレーションは、〈SATURDAYS SURF NYC〉に続き2回目。「〈SATURDAYS SURF NYC〉は、ショップと通りが離れていて入りにくかった。ストリートとの関係性は大事なんじゃないかと思い、もうひとつ新しい床を作って、ストリートとショップをつなげました」。
Creating relations with the
patio by taking in more light.
this renovation was to take in more light by creating a relational patio. And to make an effort to clearly show the great variety of items in stock. Therefore, he removed the
wall by the window that faced the patio, where the items had been
placed, to create a space so that the light could enter, and created a
bench-like stand there. Moreover, he designed it so that the customers could carefully browse the clothing around the store while securing its connection to the patio, creating a good balance between showing
many contrasting items and leaving open space in the space.
The allure of controlling space rather than decorating.
interest in functional and beautiful spaces rather than overly-designed spaces.”
This collaboration with Mr. Kumagai is his second one since
SATURDAYS SURF NYC.
“SATURDAYS SURF NYC was hard to visit because the shop and street were separated. I feel that a shop’s relationship to the street is
important, and so I made another
new floor and connected the shop and the street.People’s actions
are born by controlling space. Mr. Ohori says that that is most
interesting to him.
“In a newly born space, how will the customer’s act? How will they
interact with the shop staff? If they’re at SATURDAY SURFS NYC, will they drink coffee? If they’re at BIOTOP, will they sit at the bench by the window and think about the clothing they want? I enjoy
imagining these things. I think that a great store atmosphere is created by the people’s behavior.
COWBOOKS, and GALLERY
ART DIRECTOR, ARTIST
The feelings in the logo.
works as an artist under the name “Jun Tsunoda”.
“At first I thought that something memorable would be good, so the logo that I made three years ago was quite decorative, reflecting a fusion with nature, which is also the shop’s strong point. However, you get tired of things that are flashy at a glance. So, when I got a call from Mr.
Kumagai that he wanted to change the logo, I intuitively knew that he wanted to move on to the next step.”
What “Bauhaus” means.
“he is someone who understands what I mean in 1.5 seconds.”
“Mr. Kumagai is not a man of many words. All he had said was,
“like Bauhaus or Mid-Century”. I knew that he wanted to make the next logo a simple and plain logo because what comes after the decorative Art Nouveau movement is Bauhaus. In other words, he wants to make BIOTOP into a general, plain space that accepts anything.
So the logo that Mr. Tsunoda made was a simple and solid design. He says that the font is one that he made from when Mid-Century style furniture was attracting attention in the United States, at the same time as Bauhaus. “When I proposed
several types of logos to which I had made minor changes, he chose one that had a warmth that I had left a little warped. I think he definitely wants to make it into a
Since graduating from
Tama Art University,
Junichi Tsunoda to paint under the name Jun Tsunoda while doing
magazine and advertisement art
In contrast to his solid design for BIOTOP, his paintings are abstract and fantasy, which has earned him many followers. His works are currently serialized in Hanatsubaki.