© ATELIER KHJ / Photography: Sun Kim

Since its inception, Seoul-based fragrance brand POINTTWOFIVE · SECOND, or 025S in short, has been making waves with not only its niche brand philiosophy, but also through engaging, design-led retail spaces. Mind you, the POINTTWOFIVE · SECOND name is a nod to man’s reaction time to scent, which is approx. 50~250 milliseconds, and as such, the aim is to allow its clientele to transcend the boundary of ‘time’ and create a ‘time zone’ of one’s own through scent. Following initial pop-up exhibitions in the South Korean capital, which exposed the POINTTWOFIVE · SECOND product range to consumers, two standalone stores were inaugurated there. Taking its retail operations to a new level, the budding fragrance brand has now inaugurated its first overseas retail space in Tokyo.

POINTTWOFIVE · SECOND has secured 167 sqm. (1,798 sq.ft.) spread across two floors of a modern low-rise building smack in the middle of the Harajuku shopping district’s maze of meandering alleyways. Similar to the POINTTWOFIVE · SECOND brand philosophy, the interior design, created by Seoul-based design practice ATELIER KHJ, aims to express ‘time’ and ‘story’ through the concept of ‘memory’. Spatially, the design is based on the concept of a ‘memory’-evoking cabinets for precious items, but which happen double as a fragrance counters. On the ground floor, the cabinets are placed on a rail track, allowing different configurations. Upstairs, the floor-to-ceiling storage units can be moved in a similar way. The configuration incites shoppers to navigate and extensively explore and sample the POINTTWOFIVE · SECOND product range. Both floors see expansive ceiling light installations which add a visual dynamic to each setting.  © superfuture

POINTTWOFIVE · SECOND
5-16-13 Jingumae (Harajuku)
Tokyo 150-0001
Telephone +81 3 64505958
Daily 12pm-7pm

© ATELIER KHJ / Photography: Sun Kim