In the mid-1990s, a fledgling design agency based in Tokyo made waves with small retail boutiques for streetwear. Founded by Masamichi Katayama and Tsutomu Kurokawa, H Design Associates infused the youth culture scene with somewhat obscure – and often futuristic – interiors. Fashion store Nowhere, for example, was windowless, presenting some of its merchandise on a delicatessen-like counter. Another boutique, No Concept But Good Sense, featured giant streetlamps and glass displays on oversize wheels. Quirkiness, however, was not a goal in and of itself. ‘There’s a need to balance between novelty and utility,’ said Katayama in an interview with Frame in 1998, ‘We don’t want weirdness that will make people say “Hey, look, it’s funny”.’
As so often happens, the lifespan of the talented duo came to an end when…
