Nendo's
Conceptual Beauty Bar
[Tokyo]
Tucked away on a street behind Aoyama-Street, Tokyo you will find Beauty Bar, the new hybrid-concept shop from Nendo. Part specialty boutique for organic cosmetics and part café…

Tucked away on a street behind Aoyama-Street, Tokyo you will find Beauty Bar, the new hybrid-concept shop from Nendo. Part specialty boutique for organic cosmetics and part café. For a woman to enhance her beauty, a close linkage between inner and outer body care is required.

With this in consideration the studio designed a service and space based on a concept that fuses features of cosmetics with food & drink. One is able to leaf through information on various products using a tablet and casually try out every single product in the store as if ordering a beverage, while enjoying your drink and food that enhances beauty from within.

The logo was designed to give an image of a square bookshelf filled with letters. In addition an “annex” hidden across the courtyard was designed so as not to just function as a café, but as a space that can serve as a party room, and hold small events and workshops.

What’s more, QR codes are placed alongside each product, which enables customers to take home the information about that product on their mobile device and purchase them online later.

In this way, the store not only sells cosmetic products, but is also a place where knowledge relating to them can be obtained. Therefore it can be described as a “library” like space with well-organized wooden shelves. Moreover, a “self-study room” feature was added amongst the shelves, with in-built café tables and bracket lights.

A service and space based on a concept that fuses features of cosmetics with food & drink.

Photography by Takumi Ota

www.nendo.jp