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A Talk with Masamichi Katayama founder of the interior-pattern house Wonderwall, is the leader of his merchandise in Japan today and is sought afterward by an ever–increasing number of international clients. His works are always mod, but never cold. With his Japanese attention to detail, he seems to intuit the fashion that a shopper might naturally wish to move within a store, and his interiors therefore feel familiar and welcoming from your very first visit. He has designed all three of Uniqlo'south Manhattan locations.

Katayama–san, once y'all've agreed to work with a client, what is the next footstep for you in designing an interior for them?

Get-go of all, I report the brand: The passion they had when they started, their history, how they have evolved, their present–24-hour interval positioning, their future vision, and then along. I effort to acquire as much as possible. Then I brainstorm the design concept while considering the projection'due south intent and the bulletin they want to deliver through the store. Site visits normally come later. At the site, I usually detect the visibility of the store from the street likewise as the foot–traffic flow of the neighborhood.

What are your primary concerns when designing an interior?

My objective is to create a shop that communicates the brand'southward philosophy. So my answer would be different for every project because each client has a unique story. Also, I always pay attention to form, colour, and details, which should be fresh each time.

What are some keywords for the experience you lot've used in your work with Uniqlo?

I think Uniqlo'due south aesthetic is not about calculation on embellishments, but homing in on its principles and foundations.

And what are the essential traits of the experience that you'd like to give a visitor to a Uniqlo store?

Yanai–san oft talks almost "parts and completed products." Wearing apparel are the parts, and those parts are completed when customers wear them. Uniqlo's arroyo is to show those parts in a systematic fashion; my hope is that each customer will enjoy their ain process of choosing what they like from the variety of merchandising.

How has your working experience with Uniqlo been in general?

Working with Uniqlo is a dynamic and challenging feel, and I appreciate that they are open up to bold ideas? if those ideas see their goals. For the new store on 5th Avenue, they accepted my idea of creating a dynamic three–story–high ceiling for the ground floor. This location is one of the most luxurious retail areas in New York, and I recall most companies would experience the demand to maximize the selling space. Only Uniqlo accepted my thought because they understood the impact that it would create on the interior. I think this shows how open-minded they are.

Did you spend time looking at the buildings surrounding the space for the 5th Artery shop in Manhattan?

Yes. I spoke with Yanai–san to understand the positioning of this shop, and then I visited the site as soon as possible. If you take a look at its surroundings, the area is filled with flagship locations of the world'southward about famous brands. This is not only Manhattan simply also a showcase to the world. Therefore, I considered how to limited Uniqlo in a global retail scene, in a broader sense.

What are some projects that you haven't worked on yet, but would like to?

field, only I am likewise interested in designing schools and hospitals, borough projects where interior blueprint is not about commerce. My aim would not be about designing a "cool looking" schoolhouse or hospital, but creating a identify for heightening people'south minds- rooms that would encourage positivity.

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