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Pininfarina designs Rakuten Mobile’s new concept store in Shibuya, Tokyo

Pininfarina unveils the design of a new concept store for Rakuten Mobile, Japan’s newest mobile carrier, that opened on May 16 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 multi-disciplinary 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.

Tech Mahindra and Rakuten Mobile have a long-standing partnership across telecom networks services, and that is where Pininfarina was engaged in the retail store design. 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 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, maximising 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 ever-changing environment and/or to pick up items purchased online. A coffee area is also available, providing a place for visitors to pause and rest. As a final note, Pininfarina has worked to digitalise all marketing and communication materials, relying on interactive, immersive wall displays.

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