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Atsugi Umeda Diamor

“History and Beauty”

Atsugi is a shop that has a long and fascinating history. As a long-established brand, it has been supporting and providing women with many products for decades. Additionally, its business philosophy focuses on the contribution to women’s beauty and comfort.

Especially, Atsugi succeeded in 1955 by producing and selling, as a first company in Japan, seamless stockings.

For more than 70 years since its founding, Atsugi managed to maintain a high quality through a system that perfectly handles product planning, production, sale and distribution.

Therefore, it has a wide range of enthusiasts.

Based on that knowledge, we thought it was possible to continue the brand image and improve the brand power in order to appeal to young people. That could be done through the emphasis on Atsugi’s good quality products. 

In practice, we tried to create the space that would be loved by customers of all generations – highly sensitive young people and nostalgic elderly people – by adding to antique furnitures the functions that enable various display. Moreover, all the store furnitures are movable. 

Our design lets the display to be easily changed and lowers the risk if the store is relocated or closed. 

Designed by Masahiro Yoshida and Yoshie Ishii
Photos by Keisuke Miyamoto