The Shinjuku, Tokyo branch of the Papabubble candy store is snugly tucked into a high-traffic area on the concourse of the bustling Shinjuku station, which sees an average of more than 3 million passengers a day. The candy store interior is tiny, with a total floor area of just a little over 13 square meters, and Torafu Architects tackled the design challenge of this unique environment with a desire to make the store branding recognizable, exciting, and eye-catching in the limited space given. With so many passers-by on any given day, it was important to make the candy store design of Papabubble stand out from the multitude of other shops on the concourse.
This unique candy store interior features a very shallow floor plan, and the branding design company used the unusual shape to their advantage with a signboard style logotype of the shop’s brand across the entire length, turning the whole interior into one big billboard that shows off the candy store branding with an eye-popping contrast between the black wall and the natural wood finish of the letters. The store interior designer experts continued this contrasting look throughout the whole shop with black walls, flooring and lighting accessories.
In addition to the wall-to-wall candy store branding, Torafu Architects also included the store’s logotype across the checkout counter. The branding design company wanted the interior to reflect the vivid and elegant fun of this shop’s decorative candy, and the store interior designer came up with the black inlaid letters that extend all the way through the natural wood counter, inspired by layered candies that show their beautiful patterns all the way through, no matter where they’re cut.
The dramatic contrast that the store designer used throughout this candy store design makes Papabubble stand out from the stark white interior of the station, as well as making the store branding highly visible from a distance and turning the whole interior into an eye-catching advertisement in a jam-packed concourse.
Also, take a look at “Branding By Interior” e-book, the only book written on this subject at this time. It brings insight on how you can turn your business into a market-dominating competitor by using human cognitive responses.