Nomura’s Dynamic Vision: PAPABUBBLE Machida Merges Candy Craft with Immersive Design

PAPABUBBLE is a well-known candy brand from Barcelona known for its handmade candies and visually stunning presentations. Their signature candy, Kintaro-ame, is cylindrical candy with intricate patterns that are identical in every slice, showcasing the brand's dedication to precision and artistry. This commitment to craftsmanship and creativity is reflected in the design of PAPABUBBLE's Machida store, which was created by Kohei Fujinaka and his team at Nomura Co., Ltd.

An Experiential Design for the Senses

The PAPABUBBLE Machida store's design transforms a small, unconventional retail space into an immersive and dynamic experience. Despite being tucked beside an escalator in a busy shopping area, the design overcomes limitations in visibility and flow. Instead of seeing these as constraints, Nomura's design turns the store into a kinetic visual experience that attracts passersby and profoundly connects with the brand's DNA.

The design concept revolves around 90 aluminum rods, each with the same diameter as PAPABUBBLE's long cylindrical candy before it is sliced into individual pieces. These rods are not just decorative but the centrepiece of an ever-changing visual installation. Gradient-coated to shift in colour depending on the viewing angle, the rods echo the vibrant hues of the brand's kaleidoscopic sweets, creating a visual spectacle that mimics the candy's playful and intricate designs. As visitors move past or ascend the nearby escalator, they are greeted with this constantly evolving display that seemingly transforms with every step. This dynamic interaction turns a previously underwhelming space into a vibrant focal point.

The Power of Perception and Movement

The brilliance of Nomura's design lies in its ability to manipulate perception through simple, analog techniques. The colour-shifting aluminum rods interact with shoppers' natural movements, using the escalator's vertical flow as part of the store's visual narrative. This seamless integration of design and human motion transforms the store into an interactive experience that blurs the lines between retail and art installation. The fluid movement of colours not only reflects the essence of PAPABUBBLE's candy-making process (which involves transforming essential ingredients into delightful works of edible art) but also entices onlookers to engage with the store on an emotional level.

The gradual shifts in hue mirror the meticulous crafting of Kintaro-ame, a process that similarly unveils its intricate patterns with every slice. By allowing the store's exterior to change dynamically as people approach, the design invites curiosity and wonder, drawing visitors into the space like the magic of watching a master confectioner create candy.

A Narrative of Craftsmanship and Creativity

Nomura's design for PAPABUBBLE Machida is not just about looks; it is a visual story that reflects the brand's craftsmanship, creativity, and playful essence. The use of aluminum rods directly embodies PAPABUBBLE's philosophy - precision, artistry, and a sense of delight that appeals to both the senses and the imagination. This playful yet highly crafted approach perfectly aligns with the brand's identity, where making candy is as important and enjoyable as the final product.

The layout also cleverly addresses the challenge of visibility in a narrow space. Using the escalator's vertical axis, the design catches the attention of passersby who might otherwise miss the store. The visual trickery of changing colours creates a sense of wonder and ensures that the store stands out in a crowded retail environment. The design's minimalist yet dynamic execution allows the store to tell PAPABUBBLE's story - one of artful confectionery - without overwhelming the senses.

A Triumph in Spatial Innovation

The Machida store has achieved several prestigious accolades, including a Bronze Award at the 2023 Japan Space Design Awards and recognition at the 2024 iF Design Awards. These honours underscore how Nomura's design effectively combines functionality with artistic expression. In a retail environment where digital and flashy displays are increasingly prevalent, the PAPABUBBLE Machida store exemplifies how analog techniques and thoughtful design can create an equally engaging experience while striking a balance between simplicity and complexity, craftsmanship and spectacle.

Kohei Fujinaka's vision brings the brand's whimsical candy-making process into the realm of spatial design, creating an environment that is both practical and poetic. By emphasizing the connection between movement, perception, and craftsmanship, the store becomes a living, breathing reflection of PAPABUBBLE itself—dynamic, colourful, and endlessly captivating.

Design as a Reflection of Brand Identity

The PAPABUBBLE Machida store showcases how thoughtful, creative design can transcend physical space to embody a brand's core values. Nomura's innovative use of colour, form, and movement creates a sensory experience that mirrors the artistry and precision of the candy-making process. It transforms a small, challenging space into a dynamic work of art that captures attention, invites interaction, and narrates the story of PAPABUBBLE in a way that is as memorable as its candies. This project demonstrates how design can not only solve spatial challenges but also elevate a brand, turning a visit to the store into a journey through the playful, artistic world of PAPABUBBLE.

For more information, please visit: https://www.nomurakougei.co.jp/

*This project is one of the shortlisted project in the Sky Design Awards 2024 - Interior Design: Retail Design Division