Located at 230 S. Elm Street in quant Greensboro, NC, the dramatic façade of the Issey Miyake showroom draws in wondering patrons. The main strip of restaurants, bars, and retails stores are all located on Elm Street where parking is curbside. Downtown is comprised of a wide range of culturally diverse buildings lending to the urban fabric of Greensboro’s unique population.
As a patron enjoying a typical day downtown, you might walk along Elm Street window-shopping the various boutique stores. The limitless options will draw your attention right and left until you come across an exterior that moves your senses. It is hard to understand what type of interior this exquisitely detailed exterior contains. You are memorized by the intertwining of aluminum and glass intersecting with the historical nature of the original brick façade. The store looks like something taken right out of the heart of 7th avenue New York.
Who else but Issey Miyake would dare to mix modern architecture with historical references. You are greeted by an origami like entrance that gives you no inclination into what type of store you are about to enter. You can see small aspects of the interior through the overlapping in the exterior materials. You continue forward through a large slightly heavy pleated metal door. As a patron, you feel a sense of honor and stature coming into this unknown entrance.
Your first step into the interior space reveals a dim lit open retail showroom that wraps you into a universe of contemporary clothing with functional beauty. The space appears to be created out of a single engaging material that transforms the clothing into structural pieces of interior art. You become part of the designer’s creative craft upon entering you feel like you are in the mind of Issey Miyake. The showroom provides you with an insight into Miyake’s design process. The combination of technology, structural exploration, and soft goods translates the brand image of Miyake’s design concept, to create garments from “one piece of cloth” and the exploration of the space between the human body and the cloth that covers it. You begin to see the relationship between the interior space and the garments as well as your relationship to the forms. The space allows you to move freely within its 3750 square feet of interactive retail space.
You meander around the space lightly touching a range of material from soft cashmeres to ruff linens and leathers but with each touch you notice that the interior responses directly to the clothing. Soon, you feel as if the clothing takes on a life within the space. The showroom is not only retail environment but also an experience for the outside patron. It is a place where you begin to understand the structural qualities of garment production. You continue browse through the minimal section of clothing on display and realize that each piece there is an element that draws your attention. The products begin to reveal a self-image that you find compelling. Out of the blue, you hear the calming voice of a sales associate offering to guide you around the world of Issey Miyake. You kindly respect her offer listening to her describe in detail the connection between the interior space and the garments.
Once you reach mid-interior, you are find an interior tranquil space where a group of people are gathered in conversation over a cup of coffee while one of the members is occupying the dressing area. The lighting changes along with the atmosphere it becomes more of a livable environment with a wide range of material qualities. It feels inviting and warm.
You continue to follow the storeroom associate along the back of the narrow showroom engaging with one collection after another. You stop to touch and breath in the expensive nature of fine handcrafted materials. Without any thought, you realize you are right back at the entrance and your journey has come to an end. You wonder is this a retail environment or an adventure you have just encountered.
You take in one more view of the intricate space where garment construction and structure elements overlap to create a completely sensory experience. Once again, you are outside where you hear the sounds of busy downtown Greensboro, NC. You look at the exterior and you now understand the meaning of the exterior aluminum, glass, and historical brick. It is a space that balances notions of tradition and innovation.
