The MR PORTER x BEAMS exhibition in London uses industrial merchandising to present the assortment of wears from BEAMS to the world. The joint exhibition was a means of introducing BEAMS, a Japanese fashion company, to the London market, and given MR PORTER's presence as the leading global men's fashion e-commerce destination, the partnership seems well-matched.
Designed by Schemata Architects, the poles in retail exhibition were inspired by traditional clothes drying poles and is literally described by the firm as a "forest of clothes drying poles." The largely whiteout space is well-lit and sparsely filled with merchandise so that the shopper can peruse thoughtfully. The immersive experience is definitely worth checking out if you are in London, if just to witness the interior design alone.