Design by nendo Japan

In 2020, Docomo, Japan’s largest mobile phone operator, opened their doors to their brand new design concept store, offering a unique blend of Scandinavian and Japanese aesthetics, design and innovation. The store refurbishment will be rolled out across their stores all over Japan in the nearest future.

In recent years, Docomo’s business model has shifted from simply selling phones to showing customers how to best make use of the smartphones they already have. Rather than simply acquiring new customers, Docomo wanted their stores to be sources of inspiration – places to explore and test products with skilled specialists.

This inspired to the renewal of the design manual, with a focus on creating great customer experiences through smartphone workshops, new content trials, and after-sales support. The objective was to open their doors to everyone, including users of other mobile carriers.

The space was reimagined by studio nendo with a completely new design concept. In the updated Docomo shop, dark wood hues paired with bold pops of red and orange offer a fun and playful expression, while still paying homage to the brand’s original aesthetic.

Key to the design is the focus on comfort and functionality. Beautifully designed spaces provide the perfect environment for immersive smartphone experiences, paired with the N02™ Recycle chair – also designed by nendo.

N02 Recycle chairs are multi-use and have been crafted using plastic household waste, processed and upcycled in central Europe. The crease in the chair’s back is inspired by a folded piece of paper on the designer’s studio table and provides extra support for the upper and lower back, making it a comfortable solution for customers of all generations. Lightweight and compact, they can be easily arranged in a variety of layouts. They’re also stackable and easy to clean, making them a strong solution for dining rooms, home offices, meeting rooms or as extra, multi-purpose seating.

The chair is available in seven shell colour options, each inspired by earthy, warm tones in Scandinavian nature. These colours and multiple leg options make N02 Recycle a versatile addition to any space.