Masamichi Katayama Wonderwall

Japanese design studio Wonderwall invites you into its retail revolution as the final collaborator to craft spatial experiences with a commitment to branding and traditional design philosophies. What place does retail design have in an industry that has been all but consumed by its digital counterpart? Masamichi Katayama, of the Japanese studio, Wonderwall, told FRAME that they both can coexist, ‘you just have to find the right way to entertain people.’ In a sector that is changing day to day, the studio’s unconstrained approach in actualising concepts while respecting traditional design philosophies allows the team to find the delicate intersection between paradigm-shifting creativity and conventional methodologies, between client goals and consumer experience. Katayama believes that space has become an integral part of branding; a powerful medium to connect with people. Wonderwall has accordingly forged a groundbreaking approach to engineering an architecture of experience, ready to explode with vivacity and exuberance when people enter the space. These are projects draw you in and inspire you to engage as the final collaborators in the design process, even if you previously had no deep attachment to the organisation. This volume explores Wonderwall’s retail revolution, showcasing more than 40 projects with insightful commentary, highlighting the studio’s experimental yet sophisticated design approach that has catapulted retail design into a new era.

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