NTT docomo是日本最大的移动运营商，随着智能手机的普遍化，其业务模式已从销售智能手机和发展新用户逐渐转变为扩展和优化用户对于已有智能手机的使用体验。
为了配合此次服务形式的重大变革，docomo决定将部分门店空间更换为专注于交流和体验的空间，例如智能手机工作坊、新内容试用和售后支持等。根据这些改变，nendo事务所为之设计了两种不同类型的门店。
▼项目概览，Preview © Takumi Ota
A proof-of-concept for the new designs of docomo shops, the dealerships of NTT docomo, Japan’s largest mobile phone operator.With the increasing adoption of smartphones, docomo’s business model has shifted from selling smartphones and acquiring new subscribers to figuring out how subscribers can use smartphones they already have, more comfortably and frequently.
Accompanying these large-scale changes in service arrangements, were decisions to replace sections in the store with spaces focused on communication and experiences like smartphone workshops, new content trials, and after-sales support. To that end, two new types of storefronts have been developed.
▼设计示意：docomo商店（2种）和d garden（7种） © nendo Diagrams – docomo shop (2 prototypes) and d garden (7 prototypes)
首先，第一类“docomo商店”旨在对原来的商店进行更新，并在完善基本功能的同时引入新的交流和体验内容。为了营造安静沉稳的空间氛围，室内采用了较深的木色调和暖灰色，并搭配以公司标志性的红色和温暖的照明。
▼docomo商店外观（类型1），docomo shop prototype 01 © Takumi Ota
The first is the updated docomo shop, which will improve basic functions of the previous storefronts and introduce new communication- and experienced-focused content. To create a calming, tranquil space, the interior is arrayed in dark wood hues and warm grays, the distinctive red of the shop’s previous iteration, and warm lighting.
▼docomo商店内部，docomo shop interior views © Takumi Ota
第二类空间是“d garden”，是为更广泛的用户群体而设计。这是一个专注于交流和体验的空间，同时将docomo门店的功能以店中店的形式包含在内。d garden的名称只保留了一个d字母，为的是向更多智能手机的使用者提供服务，而不仅限于docomo的客户。同时，“shop”一词也被“garden”所替代，传达出不以销售为目的的理念，同时营造出如公园般向所有人开放的友好氛围。
▼d garden（类型4）外观，d garden (prototype 04) exterior view © Takumi Ota
Meanwhile, “d garden” —the storefront that will welcome a greater number of people not excluding customers of other carriers—nests the functions of docomo shop in a space specializing in communication- and experience-focused content, like a shop within a shop. Because the shop does not limit entry to docomo users and instead encourages anyone in want of assistance with smartphones to swing by, “docomo” was removed from the shop name, leaving only “d.” Its objective not being to sell products, the word “shop” was replaced with “garden,” in the image of parks and other such places open to anyone.
▼“d garden”是一个专注于交流和体验的空间，“d garden” is a space specializing in communication- and experience-focused content © Takumi Ota
▼d garden（类型7）室内空间，d garden (prototype 07) exterior view © Takumi Ota
d garden的平面元素采用了绿色，在与红色形成互补的同时也唤起了人们对公园的印象。天然木材搭配四种柔和色彩，与模拟自然光的照明方案共同营造出明亮且充满活力的空间。
Green was used in graphical elements to complement the red and evoke the image of a park. Natural wood and four soft colors were combined and a lighting plan mimicking natural light was adopted to create a bright, dynamic space.
▼天然木材搭配四种柔和色彩，natural wood combined with four soft colors © Takumi Ota
海报和商品的展示采用数字化的形式，减少了店内的视觉干扰，同时免去了展品更换的麻烦。此外，在客户服务方面，平板电脑终端被广泛地使用在传统服务柜台、休息室和咖啡馆区域，使多样的传播方式成为可能。店内的背景音乐由音乐制作人龟田诚治专门创作，能够根据天气（晴、阴、雨、风、雪）和一天中的时间变化营造不同的空间氛围。
Posters and other POP displays have gone digital, reducing visual noise in the shop and eliminating the hassle of swapping displays. As for the style of customer service, the use of tablets makes various approaches to communication possible, not only at conventional service counters but also in lounges and café environments. The in-store music is composed by music producer Seiji Kameda. Cozy, original background music, created in the image of weather—sunny, wet, windy, overcast, snow-covered—and also time of the day, enacts the atmosphere.
▼阶梯座位，the stepped seating © Takumi Ota
设计还从舒适性和功能性的角度改善了员工的工作环境，重新设计了后台区、储物柜、休息室和储物空间等。为了适应店内活动的起伏变化，店内设置了一个灵活的“混合空间”，可以在咨询隔间和员工办公室之间转换，从而进一步提高有限空间的使用效率。
Comforts and functionality have improved for employees as well, with regard to the back of the house and their lockers, break areas, and storage areas. To accommodate the considerable waves of activity and inactivity that shops experience, a hybrid space was prepared, to be used flexibly asa private consultation space or staff workspace. Efficiency was improved within a limited space.
▼d garden（类型3）室内空间，d garden (prototype 03) exterior view © Takumi Ota
两种门店内的图案和标识均以docomo的字母为主题进行设计，相似的元素与变化的色彩为docomo品牌赋予了统一又动态的感觉。
Graphic assets and patterns used in the interiors of both shops employ motifs developed from each letter in “docomo.” It was decided that this shared pattern, though with color variation, would give the sense of a unified docomo brand.
▼平面设计，graphic design © nendo
员工的制服也经过了重新设计，风格变得更加休闲轻松，为的是给客户留下更加平易近人的印象。原先较为刻板的男女款套装被替换为多样化的款式，包括T恤、开衫、孕妇装和裤装等等，让员工可以更加自由地搭配。服装材料的弹性比以前更强，且更加容易保持平整和晾干。鞋子也改成了运动款式，有利于减少脚部疲劳。
The former uniforms were replaced with casual and relaxed outfits intended to put customers at ease. Uniforms once lent only to women have been made androgynous with a variety of items such as T-shirt, cardigan, maternity, and pants style, not just the jacket style, so that men and women can freely coordinate different pieces. Materials were selected not only for being highly elastic and easy to move in, but also for maintainability, like being less prone to wrinkling and quicker to dry, making it easier for employees to work. Further, the change from pumps to sneakers is intended to reduce foot fatigue.
▼服装和周边产品设计，uniform and product design © Akihiro Yoshida
▼家具设计，furniture design © Akihiro Yoshida
▼设计手绘，sketch © nendo
Collaborator : onndo, mado (interior), umh(furniture)、kku, tku, sus(graphic) Photographer : Takumi Ota, Akihiro Yoshida
