# I IN creates color-contrast retail experience in Tokyo Brutalist concrete meets warm hues in Andersson Bell's flagship store design - **Source:** [Interior design | Dezeen](https://brifing.si/source/cb2e5f17-36d4-4880-b1ae-26168d46e00a) - **Published:** 2026-09-22 - **Topic:** [Design & UX](https://brifing.si/c/design) - **Original article:** - **On Brifing:** https://brifing.si/s/126f4129-1305-4083-a276-098e872db3c8 ## Brutalist foundation meets modern layers I IN preserved the 1993 building's raw concrete structure while introducing contemporary elements. The studio treated the existing brutalist architecture as a canvas, adding glossy surfaces and vibrant colors without competing with its strong character. Co-founder Yohei Terui emphasized how the building's mass-and-void composition directly informed their spatial planning. This approach created a dialogue between the original architecture and new interventions, with each element carefully considered to maintain architectural integrity while expressing the brand's identity. ## Three-stage chromatic journey The design implements a carefully planned color transition across three floors - from red at entry to orange then yellow upstairs. This progression serves as both wayfinding and brand storytelling, with red being Andersson Bell's signature color. Terui explained they avoided simple floor-by-floor color blocking, instead creating a gradual hue shift that becomes part of the spatial experience. The chromatic flow guides visitors naturally through the 309-square-meter space while giving each level distinct atmospheric qualities tied to the brand's identity. ## Custom furniture as architectural elements Every furniture piece was custom-designed to appear integral to the original structure rather than added objects. I IN created tables, display cases and other furnishings with lacquered surfaces and steel pipes that echo the building's industrial character. The studio treated furniture as architectural components, designing them to match the scale and presence of the existing space. This approach blurs boundaries between architecture and interior elements, achieving Terui's vision where 'furniture and space ultimately merge into one'. ## Strategic material contrasts The design juxtaposes raw concrete with high-gloss finishes throughout the store. Glass floors, mirrored surfaces and lacquered furniture introduce reflective qualities that play against the building's matte textures. Steel pipes were added as shiny details that appear to pierce through the existing architecture. These material choices create visual tension while complementing the brutalist foundation, demonstrating I IN's philosophy of contrast without competition between old and new elements. ## Color as spatial narrative The warm hues serve multiple functions beyond aesthetics. Red at the entrance acts as a brand identifier visible through the storefront, while the progression to yellow upstairs creates a sense of discovery. This chromatic strategy transforms color from mere decoration into an active participant in the customer journey. The studio's approach shows how color can architecturally define zones while maintaining visual cohesion across different atmospheres within a single retail environment. ## Contextual design philosophy I IN's approach reflects deep respect for existing architecture while pushing creative boundaries. Terui noted the rarity of finding such a distinctive Tokyo space and their deliberate choice to highlight rather than mask its character. The design celebrates the building's 1990s origins through contemporary interventions that enhance its features. This project demonstrates how adaptive reuse in retail design can create meaningful dialogues between a brand's identity and a location's architectural heritage. ## Industrial details with precision The studio incorporated precise industrial elements like exposed pipes that appear to penetrate structural walls. These details were carefully calibrated to complement rather than overwhelm the architecture. The pipes serve both aesthetic and spatial functions, creating visual interest while reinforcing the design's theme of harmonious contrast. Such elements demonstrate I IN's ability to balance bold gestures with architectural sensitivity in commercial spaces. ## Retail as architectural experience This project elevates store design beyond mere merchandising to create a memorable spatial journey. By making color transitions and material contrasts integral to wayfinding, I IN transformed shopping into an architectural experience. The design successfully translates Andersson Bell's brand identity into three-dimensional form while respecting Tokyo's urban fabric. It sets a benchmark for how fashion retail spaces can engage customers through thoughtful, context-driven design that celebrates both brand and location. ## Sources covering this story - https://www.dezeen.com/2026/09/22/andersson-bell-tokyo-store-i-in/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._