TORAFU ARCHITECTS

We performed the interior design of “Now on Cheese♪”, which produces and sells sweets using carefully selected cheeses. The site is located within the windbreak chamber of Lumine Shinjuku's Lumine 2 that connects to the south entrance ticket gate of Shinjuku station. As the first store nationwide, deliverables included an eye-catching store that would have presence and an easily recognizable brand image.

We proposed a store space that would look just like an enlarged box of cheese cookies, their flagship product. The box illustration with its impressionistic drawing of a girl’s hair like melted cheese became a hanging partition wall that covers the entire store. Lighting fixtures in the ceiling were given unity by making them circular, and then embedding them inside holes that resemble Swiss cheese. Moreover, we made the interior stand out at night through the glass side facing Koshu Kaido Avenue by making only the graphic part of the girl’s hair translucent. Additionally, we used the pale blue base color of the box to give a sense of continuity to the walls, floor, counter and product shelves.

While small in size, we aimed for the store to become a brand icon through the easy-to-understand kind of graphics that seem to pop out right off the package.