Umon
Tokyo/2025

“Window”

Umon’s signature Imo Kenpi is a traditional Japanese confection made by coating crisp-fried domestic sweet potatoes with the shop’s original sweet potato syrup.

The project originated from a challenge: the storefront did not face the main street, making it difficult to attract the attention of passersby.

The design process began with a simple idea discussed in conversation:”Why don’t we open a window in the wall?”. Because a window is not only an opening in a wall that brings light and air into an interior while framing views but also a connection between inside and outside.

The concept was realized by introducing a generously scaled display window fitted with a showcase, creating a direct point of interaction between the shop and the street. This new interface encourages communication with pedestrians and generates opportunities for spontaneous encounters and new customer interest.

By extending the window outward as a bay display, the products themselves appear to reach into the streetscape, inviting curiosity from those passing by.

Hopefully, this window becomes a place that connects Imo Kenpi with people.

Design：Masahiro Yoshida,Hyosei Tou
Photo ：Keisuke Miyamoto