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# Nendo x Theory
- URL: https://www.protein.xyz/nendo-x-theory/
- Published: 2014-01-15T11:01:00.000Z
- Updated: 2025-05-28T11:00:14.000Z
- Description: Interesting new store design concept inspired by urban planning and movement
- Author: Protein
- Tags: Seeds, Fashion, Art & Design, #protein, #Import 2024-06-11 13:25, #author-change-2025-05-28

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/9786/a4885be8-916b-4cb8-9ba0-5c8f9530030e.jpg)

For any retailer, finding the right designer for a new store concept can be a tricky yet highly rewarding endeavour. Get it right, and you elevate the brand to new heights. Get it wrong, and there's a lot to lose.  
  
Striking up the perfect partnership, contemporary fashion brand [Theory](http://www.theory.com/?ref=protein.xyz) recently asked acclaimed Japanese design studio [Nendo](http://www.nendo.jp/en/?ref=protein.xyz) to redesign nine of their stores in California, Paris, London, Beijing, Shanghai, Tokyo and Osaka. For this mammoth undertaking, Nendo combined vibrant yet simplistic design with functionality. The result? A refreshing and original set of designs that took as their inspiration the city streets.  
  
Explaining his design process, Nendo founder Oki Sato says that "by coming up with a circulation plan as an urban planner might locate new roads within a city, we made careful provisions for people to flow into the shop naturally and move smoothly around it.” Looking to direct the flow of customers, the team designed a clear-cut plan for easy movement throughout each store by integrating a ‘road system’ into each shop. In making these provisions the spaces reflect the close connection between the flow of people in a retail space and transit in general.   
  
This minimalist approach to store design is compelling, and complimentary to Theory’s pared-down colour palette’s and geometric shapes, effectively demonstrating that by fusing simplistic design with functionality it is possible to enhance the visitor experience.  

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/9786/88cb2d3c-da83-4b8f-a02c-f479953ec434.jpg)

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/9786/b119480b-c80d-499d-9569-8121ecbe5ac0.jpg)