The new flagship store of Japanese streetwear brand HIPANDA, which recently opened in Tokyo, promises to turn your regular shopping into a mysterious journey inside a futuristic space, where the worlds of digital and analog fuse into an immersive and inclusive total experience.
Titled Ghost House, the project was realized by the Tokyo-based multidisciplinary studio CURIOSITY. Combining the interior design with AR (augmented reality) and AE (augmented experience) technologies, the studio created a series of spaces where visitors are invited to look for the host of the house using their smartphones or tablets and a special app HIPANDA NOW, which is available for iOS users only (you can download it here).
The story starts even outside the store as the brand’s logo on the facade is jumping outside with visual effects displayed through animations. CURIOSITY: “The world of digital offers limitless possibilities of information, but the real world embraces the senses of human being that create a unique experience which can be appreciated by each individual on its way.”
The challenge for the studio was to bring street fashion into new territories, breaking the boundaries beyond culture, age and gender into an experiential space, accessible and inspirational for all, which redefines our expectation of retail experience.