The Isamu Katayama Backlash Flagship Store in Beijing, designed by Ito Masaru, translates the fashion brand’s identity into an immersive retail environment. Mirrors, aged materials, glass and a living green wall combine to create a sequence of spaces where contemporary minimalism meets references to ruins and nature.
The entrance introduces the brand identity through an immersive spatial sequence
The customer journey begins by passing through a large turnstile wall featuring the brand’s distinctive cross motif. Beyond the entrance, a narrow aisle leads into the flagship store, establishing a gradual transition between the exterior and the retail space.
Mirrored walls on both sides amplify the perception of depth. One side integrates a continuous series of lockers, while the opposite wall is covered by a living green wall, creating an environment defined by reflections and visual continuity.
Display elements combine references to ruins with contemporary retail design
The lockers, designed to display selected Backlash products, are inspired by the appearance of architectural ruins and finished with an aged surface treatment. Their textured character contrasts with the clean geometry of the surrounding interior.
Leather jackets appear suspended in front of the glass-protected green wall and are highlighted through carefully positioned lighting. The composition juxtaposes raw, weathered materials with natural vegetation, creating a retail environment where contrasting visual references coexist.
Material contrasts reinforce the flagship store atmosphere
The interior is defined by a restrained material palette that combines textured finishes with contemporary elements such as glass and the living green wall. This balance creates a minimalist yet expressive environment where the architectural features support the presentation of the collection.
Project Credits
Designer: Ito Masaru Design Project / Sei Masaru Ito