AtMa X ALLU: The Tricks and Aesthetics of Sustainability in the Dialogue of Practitioners

AtMa is a creative unit that actively incorporates the concept of sustainability into the interior design of stores and other facilities. Their work on ALLU SHINJUKU has created a beautiful space with a Japanese theme, while incorporating the use of recycled materials and cyclical building methods. The collaboration was a high-quality one, not only from an economic standpoint, but also by sharing the same vision of what’s next.

Ryo Suzuki and Ayumi Koyama of AtMa, Nobuki Imoto, executive director from ALLU’s operator, Valuens Japan Inc., joins design journalist Takahiro Tsuchida for a video and text review of this project.
　

VIDEO【TP_DISCUSSION: AtMa X ALLU】Watch “the tricks and aesthetics of sustainability explored through dialogue with practitioners”

The space of ALLU SHINJUKU designed by AtMa and the view from there

The Shinjuku 3-chome intersection is surrounded by famous department stores and foreign brand boutiques. ALLU SHINJUKU opened in October 2024, and is a select store for pre-owned items, with a particularly large selection of high-end brands, many of which are brand new, and many of which are rare and valuable. ALLU SHINJUKU beautifully displays these items in a space with sustainable elements.

Just as ALLU sympathized with AtMa’s activities, AtMa also sympathized with ALLU’s efforts, according to AtMa’s Koyama.
　
“I really liked the idea of not treating ALLU’s products as mere commodities, but rather passing them on to the next person while focusing on their stories,” said Koyama.
　　
“Even if you are committed to sustainability in the interior design, you may feel a dilemma if the products you actually sell are just consumed. But this time, I was surprised to see a company that embodies so much in terms of product circulation and environmental concerns.” said Suzuki.
　
“The same goes the other way around; there were times when we sold reused products but the store space didn’t do that. AtMa’s work is always consistent in its approach to any proposal.” said Imoto.

Incorporating “soil” as a metaphor for circulation

There was also an affinity between ALLU and AtMa to incorporate uniquely Japanese elements. Koyama in particular likes to visit temples in Kyoto, where he often gets hints on how to harmonize artificial settings with nature. It was from this experience that the idea of using “soil” as a key material in the entire space was born. He said, “I made ALLU, which plays a role as the core of circulation in the economic sphere, look like soil, which is the core of the ecosystem in the global environment.”
　
“The table near the entrance is also made of piles of hardened and baked soil. The tables near the entrance are also made of hardened and baked earth, and we placed emphasis on the texture of the material to clearly show the expression of the earth. The plastering materials used for the walls and the Japanese paper used in the tea ceremony room are also mixed with soil.” said Koyama.

“I was concerned about the clay walls, but I was convinced when Koyama explained that they are easier to repair than ordinary walls. The materials were chosen with the assumption that they would continue to be used, and the same is true of the glass floor on the second floor. The glass blocks are lined up without using any glue, so they can be easily reused.” said Imoto.

The first floor is designed in the motif of a dry landscape garden, with te soil tables and Datekanmuriishi furniture scattered throughout the building, making it easy for visitors to walk around the building. The second floor- the glass floor in the center is designed to resemble a pond.
　
“The materials and techniques used in this store are too meaningful to describe. We designed the store with a message in mind. The same goes for the contemporary design furniture in the store. Just as ALLU puts stories into their products, I hoped that the concept of each piece would resonate with the products and convey something to the customers.” said Koyama.

For example, “In Hale,” a large object by Belgian artist Ben Storms, was installed on the wall behind the main counter on the first floor. This art piece reproduces the shape of a square cushion using mirrored stainless steel. The artist’s unique style is said to encourage a new awareness of materials and a different way of looking at them. Also there is a high stool on the first floor by Holland-based Sho Ota, which is made of small pieces of wood cut from scrap wood, etc. On the second floor, there is the stool “Refoam” by we+ of Japan. The designers themselves transformed styrofoam, which would normally be recycled through a complicated process, into furniture.
　
“We proposed this type of furniture because we wanted people who spend time here to feel and think about something. What impressed us after the completion of the project was that ALLU asked us to create an opportunity for their staff to study everything from the concept of this store to the details and furniture.
One of my. friends told me that when they went to the store, the staff actually explained everything in detail. It is not an easy thing to do, even if you try” said Suzuki.
　
“At the study session, the staff members asked questions enthusiastically, and I felt that they were making ALLU’s activities their own, not someone else’s. I want everyone to like this space, and I look forward to seeing how the message will spread.” said Koyama.
　
“The suggestion to hold a study session on the design of this store came from the field.
I am very happy that ALLU’s attitude is reflected in the actions of the staff.” said Imoto.

Long-Term perspective leads to value transformation

The ALLU SHINJUKU project started out of mutual sympathy. Since both parties were able to set the same goal for the project, everything proceeded smoothly and synergy was born. For AtMa in particular, they were even able to realize things that are difficult to do in normal client work. One such example was the use of 100% recycled gypsum board. Gypsum board is an extremely common base material for store interiors, but it is rarely recycled. The fact that this is a part of the store that cannot be seen from the outside shows the seriousness of their efforts. About 94% of the interior materials used in the store are natural and sustainable materials (materials that consider the environment and social issues).

The ALLU SHINJUKU interior must have been an extremely fortunate project, realized by the combination of a company advocating a recycling-oriented business model and a designer with ample knowledge of sustainability. In other words, it would be difficult to apply this project as it is to other cases. However, there are many aspects of the concept and details that could be partially applied. These activities may eventually germinate like the seeds of a plant and spread over time. The way this space is designed gives us such a sense of hope.