PAPABUBBLE is the brand of art candy shop that was born in Barcelona. It is characterized by *Kintaro-ame provided with magical manufacturing performances. The store is decorated end to end with amazing number of aluminum bars, which has the same diameter as the long candy before cut into pieces. By gradation-coating each bar, we created an analogue and dynamic visual effect in which all the bars change their color depending on the viewing angle. With this magical visual gimmick that makes use of the up-and-down viewpoint movement, the store located adjacent to the escalator attracts customers effectively and, symbolizing its brightly colored candy (made by skilled confectioner), also expresses the unique atmosphere of PAPABUBBLE.

*Kintaro-ame is the long, cylindrical candy made so that the same pattern might appears wherever it is sliced.

[INNOVATION]
The biggest challenge in attracting customers was the location of the store. Next to the escalator, this long, narrow area had poor visibility and was to be seen from multiple directions, which made it difficult to show up the store without a fixed viewpoint.
Therefore, we proposed to make good use of the location, seen from all angles, up and down, right to left, according to the traffic lines of the escalator. Specifically, we installed symbolic fixtures that you can see change color as the viewpoint changes due to your movement, and created a mechanism to draw customers into the store from all directions.

[FUNCTIONALITY]
The most important function of this design is to attract people’s eye as they pass by and draw them into the store. Not only the eye-catching dynamic visual effect, but the aluminum bar is also homage to the candy itself. Its magical visual effect contributes to conveying the brand’s ambiance.

[CREATIVITY]
The symbolic fixtures, located from one end of the store to the other, are made up of 90 aluminum rods coated in three different colors and fixed with transparent acrylic panels, making them look as simple and floating as possible. They make each color mix visually when view from a distance, and the colors seem to change by gradation depending on the angle of view. Moreover, the aluminum bar has the same diameter as the candy before it is cut.

[SUSTAINABILITY]
By proposing a new way of presentation that takes advantage of the poor visibility next to the escalator, which has been a deterrent for tenant retention in the past, we are contributing to the effective utilization of the dead space in the building.