裏 | Ura

Jingumae, Tokyo
Oct, 2023
retail store

Direction: Mihara Yasuhiro
Interior Design:  Insideout ltd.(Hiroto Kubo, Irene Alonso)
Construction: Ishimaru co.,ltd. + Mihoya Glass Co., Ltd.
Lighting: HIBIKI, Inc.
Stone: Takebayashi Stone Masonry Ltd.
Logo: KIGI

https://www.instagram.com/ura_jingumae/
https://miharayasuhiro.jp/lp/ura.php
Jingumae Bld.B1F, 2-17-6, Jingumae, Shibuya Ku, Tokyo To, 150-0001, Japan

掲載記事 / Articles
IDREIT  |  YELLOWTRACE  |  bamboo media | World Architecture Community |  
SuperFuture  |  Arch Daily  |  AXIS web magazine  |  honeyee.com  |  WWD
Interiors(Korea)  |  INTERNI&DECOR(KOREA) | 商店建築

受賞 / Award
FRAME Award (Honourable Mention June 2024) 
KUKAN Design Award 2024 Gold prize (shop space)  /  日本空間デザイン賞2024 金賞 (ショップ空間)

PHOTO: KOZO TAKAYAMA

ファッションデザイナー 三原康裕が、環境的、社会的責任を多面的な観点から考慮したプロダクトを扱うコンセプトショップ。 店舗が立ち並ぶ原宿・神宮前の裏通りにある、ひっそりとした半地下の狭い区画。全面LEDスクリーンやガラス、鏡面、石材の質量の対比が効いたミニマルな空間。　2つの石材の上に据えられた長さ7mの鏡面の「直方体」が室内から外部へ突き抜けて飛び出している。この状況は、内部と外部の境界を曖昧にし、狭い内部から通りや周辺の住宅地へと領域を拡張している。背景となる「面と線」/ 商品の「点」のコントラストが際立つ。

天井高が極端に低く、内部が狭いため、空間を広く感じさせることが望まれた。そのため、鏡面と全面LEDモニターによって奥行きを増幅させ、屋外にも空間が続くようにしている。 反射率の高い素材環境の中、商品に適切な照明を提供し、低い天井での照明のまぶしさを避けるため、光膜天井を使用し、色温度や照度も変更できるシステムを採用。 鏡面の「直方体」は、石材上面にアンカーボルトで固定し、片持ちした端部をガラス面にシール接着で固定。店舗正面の大きな一枚ガラスは、その存在感を弱め、内部から突き出た「直方体」の浮遊感を強調するディテールとなっている。

公共空間のコンセプチュアルアートのように、特定機能をもたない不合理なボリュームと無駄な余白が、商品が定まらない実験的な店舗に、フレキシビリティと転用の可能性を残している。　商業インテリアの奇抜さやデザイン性よりも、インテリアデザインの範疇を離れ、屋外の公共デザインに近い発想を試みている。業態の変化とともに改装やスクラップ・アンド・ビルドが繰り返される状況の中で、特定の用途仕様ではなく、用途外利用の余白を残すことで、長く利用される店づくりを試みた。 住宅地の中で商業的な要素が強く影響することを避けるため、派手さはないが、素材の違和感、錯覚、重厚感の対比によって印象に残る小さな事件を生み出そうとした。

URA  
A small, quiet, semi-basement room in a back street in Harajuku/Jingumae Tokyo.   Concept retail store for sneakers, herbal teas, perfumes and other products.  A seven-metre long mirrored 'rectangle' on top of two stone blocks penetrates and protrudes from the interior to the exterior.  The situation blurs the boundary between interior and exterior, extending the area from the narrow interior to the street and the surrounding residential area.  Like the approach to create a garden landscape, the contrast between stillness and motion, natural and artificial objects, gives a sense of tension to the public space.  The contrast between the 'surfaces and lines' as a background and the 'dots' of the products stands out.
“Ura” means “backside,oposite,behind,reverse" in Japanese.  Concept shop by fashion designer "Mihara Yasuhiro" dealing with products that take into account environmental and social responsibility from a multifaceted perspective, but instead of a direct gentle nature theme, they wanted a space and contrast that would make the products stand out and  would betray his previous image.
Due to the extremely low ceiling height and narrow interior, clients wanted the space to feel larger, so mirrored surfaces and full-length LED monitors amplify the depth and allow the space to continue outdoors.  In order to provide appropriate lighting for the products in the highly reflective material and to avoid glare in the low ceiling, a light-membrane ceiling was used, with a system that also allows the colour temperature and illumination intensity to be changed.  The large single panel of glass at the shop front is a detail that weakens its presence and emphasises the floating sense of a mirrored 'rectangle' that juts out from the interior.
The mirrored 'rectangle' is anchored to the upper surface of the stone with anchor bolts and the cantilevered end faces are seal-glued to the glass surface. The detailing is such that it looks as if it continues inside and out, with the glass in between.
Like conceptual art in a public space, the irrational volume without a specific function and unnecessary margins leave flexibility and possibilities for diversion in an experimental shop with no fixed product.  Rather than the quirkiness and design of commercial interiors, the project attempts to move away from the category of interior design and think more like exterior public design. In a situation of repeated refurbishments and scrap-and-build as business conditions change, the project attempted to create a shop that would last for a long time, not with a specific purpose specification, but by leaving a margin for expansion and use outside of its intended purpose.  In order to avoid the strong influence of commercial elements in a residential area, the project attempts to create small incidents that are not flashy but leave a lasting impression by contrasting material discomfort, illusion and gravity.

Maison MIHARAYASUHIRO Fukuoka Int’l Airport

Fukuoka, Japan
Mar, 2025

Direction: Mihara Yasuhiro
Interior Design: Hiroto Kubo (Insideout ltd. )
Curtain: Manas Trading Inc.
Construction: Nomura co.,ltd.
Mortor paint: Studio Anagram
Lighting: ModuleX Inc.
Operation: FIAC

PHOTO: KOZO TAKAYAMA

Maison MIHARAYASUHIRO Beijing Luxemporium

Beijing, China
Aug, 2022
Direction: Mihara Yasuhiro
Interior Design: Hiroto Kubo, Irene Alonso (Insideout ltd. )

Maison (MY) Labo.

Akasaka, Fukuoka
Sep, 2021

Direction, Paint: Mihara Yasuhiro
Interior Design, Assemble, Speaker: Hiroto Kubo, Irene Alonso (Insideout ltd. )
Construction: DEE ART

商店建築 2022年10月号、2022年12月号 掲載

「カルチャー、アート、ファッション、サイエンスなど」を可能な限り広く浅く。ファッションブランド「Maison MIHARA YASUHIRO」の実験的な取り組みを行なう、新たな空間「Maison(MY)Labo.」。
けやき並木が続く歩道から外部と同じレンガタイルを室内へと連続させて敷きつめた床に、わずかに浮遊するように可動什器を配置したフレキシブルなレイアウト。外部空間が内部へと入り込んだような入口脇には、街で見かけるような売店風でコンパクトな「移動型KIOSK」を配置。カウンターからお土産を選ぶ感覚でスニーカーや靴紐などのショッピングを楽しめる作りに。「移動型KIOSK」は木製ボックスやスピーカーを連結した構造で、あいだにスキマが生まれるように、少しずつボックスをずらしながら構成。
コロナ禍で多くの店舗の閉店が続いていた状況の中、閉店した「Pass The Baton表参道」で捨てられそうになっていた什器を”Pass The Baton”して頂けるように依頼し、什器だけではなく「アンティーク什器が埋め込まれた壁面」の壁ごと切り取って運びだし、テトリスのように縦横ひっくり返して余白を作りながら再構築。什器や壁の切断面が露出したまま、可動フレームに組み込んだ。再構築した壁面の隙間には照明やハンガーパイプなどを仕込み、新たな機能と造形を引き立てている。 KIOSKの棚の隙間は、引き取ったアンティーク人形や剥製動物、理化学機器で埋め尽くされ、大切に扱われてきたモノや想いを引き継いで新たな居場所を見出した。
ギャラリーのような広いトイレには、アートやアンティークチェア、厨房用シンクを設置。断熱用アルミシートやソファ内部用チップクッションを壁材に転用。　可動試着室は、油絵キャンバス生地を張り込んだ特大パネルを表裏ひっくり返して組み合わせ、試着室内部が真っ白なキャンバスで囲まれている。限られた予算の中、身の回りのありふれた材料を転用して、組み合わせている。ECが主流になっていく中、地域や仲間たちとの実験的・偶発的な店づくりは、オープン後も様々な人が関わって変容し続け、未完成な状況が続いていく。。。

"Maison(MY)Labo." is a new space where the fashion brand "Maison MIHARA YASUHIRO" is experimenting. From the tiled walkway lined with zelkova trees to the brick tile floor laid continuously into the room, movable fixtures are placed as if floating in a flexible layout configuration. With little modification to the existing building frame, L-shaped partitions and fixtures are freely scattered at uneven angles to enhance the dynamic spatiality.

A compact "mobile Kiosk" is placed by the entrance, as if the outside space has entered the interior, in the style of a store you might see on the street. Visitors can enjoy shopping for sneakers and shoelaces as if they were picking up souvenirs at the counter. "The mobile KIOSK is structured by connecting wooden boxes and speakers, shifting them little by little so that there are gaps between them.

In a situation where many stores were closing due to the COVID crisis, we asked the owner of the closed store "Pass The Baton" to “pass” on some of the fixtures that were about to be thrown away, and we cut out not only the fixtures but also part of the interior of the "wall with the antique fixtures embedded in it". We reconstructed the wall by turning it over horizontally and vertically, making margins, and incorporated it into the movable partition wall with the cut surface exposed. In the gaps of the reconstructed wall, line lighting and hanger pipes are installed to enhance the new functions and forms. The gaps in the kiosk shelves are filled with quaint antique dolls, taxidermied animals, and scientific tools, and the carefully handled fixtures, products, and thoughts have taken over and found a new home.
In the large, gallery-like restroom, art, antique chairs, and a kitchen sink table are installed. Aluminum sheets for heat insulation and chip cushions for the inside of the sofa are converted into wall materials for experimental use.In the movable fitting room, extra-large panels upholstered with canvas for oil painting are turned inside out and combined to form a pure white canvas inside the fitting room.
With a limited budget, we are trying to divert and combine mundane materials around us, an experimental retail environment,  and a layout that can be easily changed.
As EC becomes more and more mainstream, experimental and unconventional creation of the store with the local community and colleagues rethinks the enjoyment and opportunity for people to go out of their way to visit the store, and even after the store is opened, it continues to transform with the involvement of various people, and the situation continues to be incomplete.

MY Foot Products

Jingumae, Shibuya, Tokyo
2020 June

Direction, Paint: Mihara Yasuhiro
Design, Assemble, Speaker: Hiroto Kubo, Irene Alonso (Insideout ltd. )
Kiosk Production: Inoue Industries,    Neon: Aoi Neon

ファッションデザイナー 三原康裕の手がける〈Maison MIHARA YASUHIRO〉の原点は靴作りにあり、スポーツブランドの手がけるモデルとは一線を隠すユニークなスニーカーは看板アイテムのひとつ。シューズに焦点を当てた新ストア『MY Foot Products』を東京・原宿にオープンした。“靴紐結べな君”という、自分の靴紐が結べない謎のキャラクターをアイコンとしたストア。ミニマムな店内は、町のKIOSKをイメージしたコンパクトで機能的なシューズショップとなっており、駅などで見かけるような売店風のカウンターからお土産を選ぶ感覚でショッピングを楽しめる作りに。オリジナルソールのスニーカーが中心となるが、靴紐やアパレルなどのグッズを豊富に展開する。
歩道に面した1F店舗の内装には、既存のまま手を加えず、仮店舗のように、移動可動なキオスクを設置している。キオスクは木製ボックスを連結した構造で、間にスキマが生まれるように、少しずつ、ずれながら構成されている。スキマには、棚板やスピーカーが埋め込まれ、食品パッケージに見立てた商品箱が無造作に積み重なっている。レディメイドのハンガーラックや金具を転用し、家電機器をキオスクと合体させ、カオスな猥雑感を狙っている。三原氏によるペイントによって、プロダクトのトーンに近い「へっぽこ感」が加えられた。短期組立可能な木製ボックスによる構造、WEB手配可能なパーツや電材、既製品の組み合わせにより、ローコストによる店舗づくりを試みた。

The origin of Maison MIHARA YASUHIRO, by fashion designer Mihara Yasushiro, is shoe making and one of the signature items is his unique sneakers that differ from sports brands models. A new store focusing on shoes “MY Foot Products” was opened in Harajuku, Tokyo. The store’s icon is “Kutsuhimo musubena-kun”, a mysterious character who can’t tie his own shoelace. Inside the minimalist store there is a compact and functional shoe shop that resembles a town kiosk, where you can enjoy shopping as if you were choosing a souvenir from the counter of one of the stalls you can see in stations. The main products are the sneakers with original soles, but a wide variety of goods such as shoelaces and apparel are on display too.
The interior of the shop, located on the 1st floor facing the sidewalk, has been left untouched and a movable kiosk has been installed, as like a temporary store. The kiosk is structured by connecting wooden boxes, which have been shifted little by little to create gaps between them. In these gaps shelves and speakers are embedded, and product boxes resembling food packages are randomly stacked. Ready-made hanger racks and metal fittings have been diverted, home appliances are integrated with the kiosk, all to provoke a sense of chaotic disorder.The painting done by Mihara, adds a “dummy” feeling to match the tone of the products.  Using a structure of wooden boxes that can be assembled in a short time, parts and electronics that can be ordered online and ready-made products, we tried to create a low-cost store.