We buy things to tell the outside world something about our internal selves. Whether it's large scale purchases like a house or a car that tells the world that we are successful and wealthy, or smaller purchases like a pair of boots to tell the world that we are stylish, what we buy symbolizes something. In the same way, the designers of the stores in which we buy those products are trying to symbolize things to their consumers. They are selling an image not only in their merchandise but, as we talked about in studio on Friday, in the shopping experience that the store provides.
The recently opened BAPE store in Los Angeles symbolizes several things to its consumers. The first impression is instant cool- literally and figuratively. The fluorescent lighting is bright and cold, the surfaces are shiny and transparent like ice, and the color palette is a wintry mix of silvers, blacks, and light blues. The designers of the BAPE store wanted shoppers to know that they were buying cool.
In fashion, one thing everyone wants to buy is cutting edge style- the newest thing. People are eager to make past styles look outdated, and what’s better at making the present look like it’s past than the future? The physical experience of the store represents a space age-y, future experience. The central cylinder references the star wars transporter chamber, the neon lights recall the parabola of rocket ship travel, and the bright white circular light backed in shiny black makes one thing of white stars in black space.
Supporting both of these symbols is the sparse distribution of merchandise. Nothing is cooler than having something that no one else has and the display of the clothing and shoes make them seem scarce. At the same time lots of open floor area, the cool lighting, and the cold surface materials symbolizes the experience of space travel where you might not encounter anyone else for a long time. The shopper can feel like they are shopping alone, even with several other people present.
Do you think the design of this store makes the merchandise more appealing or intimidating? What do you think the store would begin to symbolize if the accent neon lighting had a bigger presence? Are there any ways to add color and life to the space and still keep it ‘cool’?
