DiEGO Omotesando

DiEGO Omotesando


This is a showroom designed for collar keepers within a small space where you can look over the entire store in one glance. However by using a special optical glass in the main display window – a material that is normally used on mobile phones in Japan to help protect people’s privacy in public – depending on where you stand or the angle, your vision will become transparent or opaque. This moment of clarity/blurriness encourages the desire to see, allowing better concentration to actually see the object.

Statement of the jury

The innovative shop design incorporates mobile phone technology with great functional and formal success. The result is an elegant, minimalistic shop design that deliberately guides the viewer’s gaze to the single product via decryption of the display case glass. Absolutely fascinating.


Excellent Communications Design
Retail Architecture