ISSEY MIYAKE Xian - MOMENT Inc.

"Overhead Stage"

This store is located in Xian, China, and houses four ISSEY MIYAKE brands within a single space. In a generous environment with a ceiling height of 4 meters, the ceiling was deliberately lowered to 2.4 meters, creating a large overhead opening above each brand area. These openings function as "invisible partitions" that gently define the boundaries between brands without the use of physical walls, while also serving as display spaces that reimagine the conventional shop window by shifting it from the storefront to overhead. Inside each opening, baton rails make suspended displays easy to set up, and the sides are designed to allow graphics to be applied and replaced, offering the flexibility and functionality of a stage set. By placing the display space overhead rather than at the storefront, the design enables free and bold expressions for displays, which align especially well with ISSEY MIYAKE’s light and dynamic promotional styles. Because these aerial display spaces are not easily visible from a distance, visitors are naturally drawn closer out of curiosity and interest, leading them to experience all four brand zones. Unlike conventional shop windows that are expected to never be left empty, the overhead display spaces can remain bare while still bringing generous light into the store like a toplight, adding richness to the space. Displays can be installed only when needed, allowing for flexible, temporary use of the space and reducing unnecessary production. Furthermore, since the overhead displays do not encroach on the sales floor, they also contribute to spatial efficiency. With this single idea of overhead openings, the design seamlessly addresses challenges such as brand separation, circulation, display installation and removal, and efficient operation that minimizes unnecessary production.