Milan-based architecture practice Piuarch has developed a flagship concept for Yamamay, translating the lingerie brand's preference for airiness, tenderness, and symmetry into a physical environment.
The word 'yamamay' translates to butterfly in Japanese. Unsurprisingly, the lingerie brand draws upon butterfly attributes—lightness, softness, brilliance, geometry, and symmetry—as its core identity. When Piuarch, a Milan-based architecture firm, was commissioned to design a concept store for the Italian label, they naturally turned to the insect for creative direction.
The butterfly's presence is immediately apparent inside the Yamamay concept store. Piuarch abstracted the insect's form into a pair of triangles, a pattern that recurs across laser-cut metal panels, wall coverings, and mirrored finishes (pictured above).
This double-triangle motif served as the 'foundation of the decorative scheme' for Yamamay, yet the butterfly inspiration extends well beyond this element.
Across the retail space, Piuarch employed an intentionally light color scheme: white, ivory, pale gray, and gold. Products appear to 'float' within delicate gold-tinted frames, creating a fluttering effect. Upon closer inspection, ivory panels positioned behind certain displays reveal a faint zigzag texture, designed to mimic the wing movements of—naturally—a butterfly.
Decorative tiles sometimes draw attention away from the delicate merchandise, yet they too reflect Yamamay's philosophy—their geometric patterns pay homage to the brand's appreciation for symmetry.
Piuarch also introduced design features likely to become consistent fixtures across Yamamay's 1,300 worldwide locations. Standalone metal cabinets dominate the sales floor, serving dual functions: lacquered wooden drawers for storing apparel, and glass tops that act as display surfaces for featured products. Underfoot, terrazzo-style tiles incorporate geometric marble inlays.
Piuarch described the space as 'airy, radiant, and gentle'—an ideal atmosphere for a lingerie label.
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