The remodeled Isetan Shinjuku store, which will have its grand opening on March 6th, will feature a central sales area around the escalators. It's a "park" designed to appeal to all five senses, not just fashion.
This park was conceived by Noritaka Tange and Yasumichi Morita, who were responsible for the remodel's design. They are also collaborating with them to provide the art direction for the space: Ryota Tanabe, president of Whitewall. We spoke with Tanabe, who has experience producing art and fashion-related projects, about how he plans to create synergy between retail and art at Isetan Shinjuku.
--What is Tanabe's specific role in the Shinjuku store redevelopment?
--He is involved in advising on the planning of the park on the second through fourth floors. The goal is to incorporate elements of fine art, commercial art, and fashion photography, keeping in mind the concept, brand, and customer demographic of each floor.
--Have you ever been involved with a retail store before?
This is your first attempt. Up until now, I've mostly been involved in exhibitions and gallery management, creating spaces for showcasing artworks. But this time, it's a sales floor, not a place to display things, and people aren't coming to see art. I'm thinking about how to get shoppers to stop in their tracks, which I feel is a new sensation.
When they come shopping, they might happen to see something different and be intrigued. Then, the next time they stop by, ideally they'll find something new and extra besides the products, which will pique their interest and lead them to visit more often. I hope to create a space where shoppers can get a glimpse of what's going on in Tokyo galleries and learn about the new culture and fashion movements in New York.
--What exactly is underway?
The planning I'm involved in will begin with the grand opening on March 6th. In preparation for this, I've been interviewing buyers, introducing them to gallerists, and introducing them to agents in New York. Although it's still in the planning stages, the second floor will be a real-clothing floor featuring Tokyo art, the third floor will be a fashion floor showcasing the latest trends in New York, and the fourth floor will be a timeless buying space offering high-quality pieces that fuse Japanese tradition with fashion. Tokyo is currently home to many art fairs, including Roppongi Art Night and G Tokyo. To bring this vibrant movement to Isetan Shinjuku, I'd like to work with galleries to exhibit and sell their works. Since I don't think many people regularly visit galleries, I'd like to have galleries open up to Isetan, allowing shoppers to experience Tokyo's current art. I'd also like to create a cycle where shoppers can then visit the galleries. --Please tell me about any artists you're paying attention to. Rather than artists, I'm interested in the movement fueled by the spread of the internet. On the third floor, I'm planning an event using V FILES, a social networking site using images that originated in New York. Tokyo is also home to many galleries and fairs. There are more artists than before, so it's worth keeping an eye on Tokyo's art scene.
