In the heart of Setagaya City, Japan, the TODAY’S SPECIAL Futakotamagawa Store emerges as a testament to simplicity, curated by the creative minds of Jo Nagasaka and Schemata Architects. This retail haven, spanning 298 m², redefines the shopping experience, seamlessly blending everyday familiarity with the thrill of unexpected discoveries.

Anticipation Unveiled: A Store Beyond the Ordinary

TODAY’S SPECIAL is more than just a store; it’s a haven that teases anticipation. The essence lies in its ability to evoke excitement, prompting thoughts like, “Maybe they have what I’ve been seeking.” The journey starts with a pre-store visit sense, and upon arrival, patrons are greeted with the realization, “Maybe this is exactly what I truly desired.”

Design Dynamics: Creating Circulation and Vibrancy

The interior design ingeniously employs fixtures of diverse textures, heights, and sizes, crafting a fluid sense of circulation. The deliberate inclusion of “noise” elements, typically concealed, is brought to the forefront. This strategic move infuses the sales floor with a sense of movement and vibrancy, reminiscent of the bustling atmosphere of a marché.

Deconstructing for Authenticity

True to the ethos of Today’s Special stores, the design approach involves dismantling the superfluous infill, reducing it to its skeletal form. By exposing the non-decorative nature and raw materiality, the store invites patrons to connect with its essence beyond superficial embellishments.

Futakotamagawa’s Unique Canvas: From Skeleton to Spectacle

The Futakotamagawa store, already in a skeletal state, underwent a transformation with the insertion of a red rust-proof painted steel frame for earthquake reinforcement. Embracing the aesthetic allure of the red hue, the space unfolds with captivating beauty. Despite its prime location, exterior louvers and dense greenery obscured visibility.

“The World’s Longest and Narrowest Greenery Store”

A long, narrow corridor-like space emerged along the windows, shaped by the earthquake-resistant steel frame. Aptly named “the world’s longest and narrowest greenery store,” this corridor not only adds prominence but also draws attention from pedestrians. To enrich the second floor’s dynamics, a novel addition surfaces—a coffee stand, a first-of-its-kind within Today’s Special stores.

As TODAY’S SPECIAL Futakotamagawa Store unveils its doors, it transforms retail into an immersive encounter. Jo Nagasaka and Schemata Architects, with their architectural finesse, breathe life into a space where shopping transcends transaction, becoming an exploration of everyday wonders.